PENGARUH TRANSFORMASI DIGITAL TERHADAP KINERJA USAHA MIKRO DAN KECIL DALAM MENINGKATKAN BRAND AWARNESS DI ERA EKONOMI 5.0
DOI:
https://doi.org/10.32477/mqkj4d13Keywords:
Transformasi digital, UMKM, brand awareness, ekonomi 5.0, SEM-PLSAbstract
Tujuan: Penelitian ini menguji pengaruh transformasi digital terhadap kinerja usaha mikro, kecil, dan menengah (UMKM) serta brand awareness di era ekonomi 5.0, dengan peran mediasi kinerja UMKM dan moderasi literasi digital pada UMKM Sulawesi Tengah. Metodologi Penelitian: Pendekatan kuantitatif eksplanatori menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS) dengan SmartPLS 4.0 pada sampel 60 UMKM di Palu-Donggala melalui kuesioner skala Likert 5 poin (purposive sampling), menganalisis model outer/inner, mediasi (uji Sobel), dan moderasi (PLS-MGA). Hasil: Transformasi digital berpengaruh positif signifikan terhadap kinerja UMKM (β=0,45, p<0,001) dan brand awareness (β=0,31, p=0,004). Kinerja UMKM memediasi parsial (VAF=42%, Sobel z=2,98), literasi digital memoderasi positif (β=0,24, p=0,008). Model fit: SRMR=0,071, R²=0,48-0,57, Q²=0,43. Kesimpulan: Digitalisasi meningkatkan kinerja dan kesadaran merek UMKM melalui sinergi manusia-mesin era 5.0, dengan literasi digital sebagai katalis utama di wilayah berpenetrasi digital rendah.
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