Pengaruh Digital Transformation, Digital Literacy, Marketing Capability melalui Digital Engagement terhadap Market Acces UMKM Mitra Bank Indonesia Tegal
DOI:
https://doi.org/10.37385/ceej.v7i1.11369Keywords:
Digital Transformation, Digital Literacy, Marketing Capability, Digital Engagement, Market AccesAbstract
Pembangunan ekonomi Indonesia tidak dapat dilepaskan dari peran strategis Usaha Mikro, Kecil, dan Menengah (UMKM). UMKM berperan sebagai penggerak utama dalam penciptaan lapangan kerja, pemerataan pendapatan, serta pemberdayaan masyarakat di berbagai sektor ekonomi. UMKM berperan sebagai penggerak utama dalam penciptaan lapangan kerja, pemerataan pendapatan, serta pemberdayaan masyarakat di berbagai sektor ekonomi. Penelitian ini bertujuan untuk menganalisis pengaruh digital transformation, digital literacy, marketing capability, dan digital engagement terhadap market access UMKM mitra Bank Indonesia Tegal dan pengaruh digital transformation, digital literacy, dan marketing capability terhadap digital engagement UMKM mitra Bank Indonesia Tegal. Penelitian ini menerapkan pendekatan kuantitatif. Sampel penelitian ini berjumlah 109 responden. Teknik pengambilan data dalam penelitian ini dilakukan dengan menggunakan metode survey melalui penyebaran kuesioner tertutup. Sedangkan metode analisis yang digunakan dalam studi ini adalah Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil dari penelitian ini menunjukkan bahwa 1) digital transformation tidak berpengaruh terhadap market access UMKM. 2) digital literacy tidak berpengaruh signifikan terhadap market access UMKM. 3) marketing capability berpengaruh positif dan signifikan terhadap market access UMKM. 4) digital transformation tidak berpengaruh signifikan terhadap digital engagement. 5) digital literacy berpengaruh positif dan signifikan terhadap digital engagement. 6) marketing capability berpengaruh positif dan signifikan terhadap digital engagement. 7) digital engagement berpengaruh positif dan signifikan terhadap market access UMKM.
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