ANALISIS TERHADAP FAKTOR-FAKTOR YANG MEMPENGARUHI KINERJA UMKM FASHION DI JAKARTA, INDONESIA

Abstract

Abstrak: Penelitian ini bertujuan untuk: menganalisis pengaruh digital capability terhadap kinerja dan keunggulan kompetitif; menganalisis pengaruh strategi inovasi terhadap keunggulan kompetitif dan kinerja; dan menganalisis pengaruh keunggulan kompetitif terhadap kinerja. Penelitian ini dilaksanakan di Jakarta dengan jumlah sampel sebanyak 245 pelaku UMKM Fashion yang memanfaatkan teknologi digital dalam kegiatan bisnis. Teknik analisis data menggunakan Structural Equation Model (SEM) with Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa digital capability berpengaruh terhadap keunggulan kompetitif dan keunggulan kompetitif berpengaruh terhadap kinerja. Digital capability tidak berpengaruh langsung terhadap kinerja, hal ini bermakna keunggulan kompetitif menjadi variabel penting untuk memediasi digital capability terhadap kinerja UMKM Fashion. Strategi inovasi berpengaruh terhadap keunggulan kompetitif maupun terhadap kinjer UMKM.

Abstract: This study aims to: analyze the effect of digital capability on performance and competitive advantage, analyze the influence of innovation strategies on competitive advantage and performance, and analyze the impact of competitive advantage on performance. This research was conducted in Jakarta with a total sample of 245 fashion SMEs who utilize digital technology in business activities. The data analysis technique used the Structural Equation Model (SEM) with Partial Least Square (PLS). The results showed that digital capability affected competitive advantage and competitive advantage affected performance. Digital power does not directly affect performance; this means that competitive advantage is an important variable to mediate digital ability on the performance of MSME Fashion. The innovation strategy has an impact on the competitive advantage and the performance of the UMKM.