Analisis Pengaruh Transformasi Digital dan Kapabilitas Inovasi terhadap Keunggulan Bersaing UMKM Berbasis E-Commerce di Era Disrupsi Teknologi
DOI:
https://doi.org/10.61132/jusbit.v3i1.1622Keywords:
Competitive Advantage, Digital Strategy, Digital Transformation, Innovation, MSMEsAbstract
Background: Digital transformation has become a strategic factor in enhancing the competitiveness of micro, small, and medium enterprises (MSMEs) amid the rapid development of the digital economy. However, the utilization of digital technology alone has not been sufficient to improve competitive advantage without adequate innovation capability. Objective: This study aims to analyze the effect of digital transformation on MSME competitive advantage, both directly and through the mediating role of innovation capability. Method: This study employs a quantitative approach with an explanatory design. Data were collected through questionnaires distributed to 120 MSME actors who have adopted digital technology, using purposive sampling. Data analysis was conducted using Structural Equation Modeling based on Partial Least Squares (SEM-PLS). Results: The findings indicate that digital transformation contributes to enhancing both competitive advantage and innovation capability. Furthermore, innovation capability strengthens competitive advantage and partially mediates the relationship between digital transformation and competitive advantage. These findings highlight that the integration of digitalization and innovation is a key factor in sustaining MSME competitiveness in the digital era.
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