Peran Digital Marketing dan Inovasi Produk terhadap Kinerja Bisnis yang Berkelanjutan pada Usaha Mikro dan Kecil Agribisnis di Polewali Mandar
DOI:
https://doi.org/10.23887/jish.v12i3.67832Keywords:
Pemasaran Digital, Inovasi Produk, UMKM, Bisnis KeberlanjutanAbstract
Polewali Mandar merupakan kabupaten dengan jumlah usaha mikro dan kecil (UMK) terbanyak. Namun berdasarkan data BPS Sulawesi Barat tahun 2022, telah terjadi penurunan jumlah unit usaha di daerah tersebut. Selain dampak pandemi, kurangnya pemanfaatan teknologi dan inovasi menjadi alasan banyaknya usaha yang tidak mampu mempertahankan kinerja bisnisnya. Penelitian ini bertujuan untuk menganalisis pengaruh antara digital marketing dan inovasi produk terhadap kinerja bisnis yang berkelanjutan pada UMK agribisnis. Konsep kinerja bisnis berkelanjutan yang dimaksud dalam penelitian ini adalah pengukuran kinerja berdasarkan aspek ekonomi, sosial dan lingkungan. Peneltian ini merupakan studi kuantitatif, metode pengambilan sampel yang digunakan adalah teknik purposive sampling dengan kriteria usaha mikro dan kecil di Kabupaten Polewali Mandar yang bergerak disektor agribisnis, data dikumpulkan melalui teknik wawancara. Karena studi ini ingin mengeksplorasi hubungan antar variabel dan ukuran sampel yang kecil maka metode analisis data yang digunakan ialah partial least squares structural equation modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa digital marketing tidak berpengaruh signifikan sedangkan inovasi produk berpengaruh positif signifikan terhadap kinerja bisnis yang berkelanjutan.
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