Kapabilitas Internal Dan Kinerja UMKM di Era Digital: Transformasi Digital Dan Digital Marketing Capability: Kapabilitas Internal Dan Kinerja UMKM di Era Digital: Transformasi Digital Dan Digital Marketing Capability

Raisa Aribatul Hamidah; Ratna Damayanti; Ibnu Suryo; Kartika Hendra Titisari

doi:10.47709/jebma.v6i3.9611

Authors

Raisa Aribatul Hamidah Universitas Islam Batik
Ratna Damayanti Universitas Islam Batik
Ibnu Suryo Universitas Islam Batik
Kartika Hendra Titisari Universitas Islam Batik

DOI:

https://doi.org/10.47709/jebma.v6i3.9611

Keywords:

inovasi bisnis, kapabilitas SDM, transformasi digital, Digital Marketing Capability, kinerja UMKM

Abstract

Penelitian ini bertujuan menganalisis pengaruh kapabilitas internal terhadap kinerja Usaha Mikro, Kecil, dan Menengah (UMKM) serta menguji peran transformasi digital dan Digital Marketing Capability sebagai faktor yang memoderasi hubungan tersebut. Penelitian menggunakan pendekatan kuantitatif eksplanatori dengan objek UMKM di Kota Surakarta. Data diperoleh melalui kuesioner dari 385 pelaku UMKM dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Model penelitian menempatkan inovasi bisnis dan kapabilitas sumber daya manusia sebagai kapabilitas internal, sedangkan transformasi digital dan Digital Marketing Capability sebagai kapabilitas digital yang berpotensi mengubah hubungan antara kapabilitas internal dan kinerja UMKM. Hasil penelitian menunjukkan bahwa inovasi bisnis, kapabilitas sumber daya manusia, transformasi digital, dan Digital Marketing Capability berkontribusi positif terhadap kinerja UMKM. Namun, efek moderasi menunjukkan pola yang berbeda. Transformasi digital tidak memperkuat hubungan kapabilitas sumber daya manusia dengan kinerja dan justru memperlemah hubungan inovasi bisnis dengan kinerja. Sebaliknya, Digital Marketing Capability memperkuat hubungan inovasi bisnis dengan kinerja, tetapi tidak mengubah hubungan kapabilitas sumber daya manusia dengan kinerja. Temuan ini menunjukkan bahwa kapabilitas digital tidak menghasilkan manfaat yang bersifat universal, melainkan bergantung pada kesesuaian antara fungsi kapabilitas digital dan kapabilitas internal yang dikombinasikan dengannya. Secara teoretis, penelitian ini memperkuat perspektif Resource-Based View dan memperluas Dynamic Capabilities Theory melalui konsep capability alignment. Secara praktis, UMKM perlu menempatkan inovasi sebagai fondasi penciptaan nilai dan mengembangkan kapabilitas digital secara selektif sesuai kebutuhan strategis organisasi.

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