PENGARUH TRANSFORMASI DIGITAL TERHADAP KINERJA UMKM MELALUI PEMANFAATAN SOSIAL MEDIA: STUDI KASUS UMKM DI KOTA PASURUAN
DOI:
https://doi.org/10.70197/jebisma.v3i2.212Keywords:
Tranformasi Digital, Kinerja, Pemanfaatan Media Sosial, UMKM'Abstract
Penelitian ini bertujuan untuk mengkaji pengaruh transformasi digital terhadap kinerja UMKM dengan menempatkan pemanfaatan media sosial sebagai variabel mediasi pada UMKM di Kota Pasuruan. Pendekatan penelitian yang digunakan adalah kuantitatif dengan desain eksplanatori. Data dikumpulkan melalui survei terhadap 200 pelaku UMKM menggunakan kuesioner berskala Likert, kemudian dianalisis menggunakan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil analisis menunjukkan bahwa transformasi digital tidak memiliki pengaruh langsung yang signifikan terhadap kinerja UMKM, namun berpengaruh positif dan signifikan terhadap pemanfaatan media sosial. Selanjutnya, pemanfaatan media sosial terbukti berpengaruh positif dan signifikan terhadap kinerja UMKM serta berperan sebagai mediator dalam hubungan antara transformasi digital dan kinerja UMKM. Temuan ini mengindikasikan bahwa pengaruh transformasi digital terhadap kinerja UMKM bersifat tidak langsung dan sangat ditentukan oleh efektivitas pemanfaatan media sosial. Keterbatasan penelitian ini terletak pada ruang lingkup wilayah yang hanya mencakup satu kota serta penggunaan data cross-sectional. Meskipun demikian, penelitian ini memberikan kontribusi orisinal dengan menegaskan peran strategis media sosial sebagai mekanisme penting dalam mengonversi kapabilitas digital menjadi peningkatan kinerja UMKM, khususnya dalam konteks lokal.
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