Pengaruh Competitive Advantage dan Digital Business Strategy terhadap Financial Performance dengan Digital Marketing Sebagai Variabel Moderasi
DOI:
https://doi.org/10.37385/msej.v4i2.1662Keywords:
Competitive Advantage, Managerial Capability, Operational Capability, Digital Marketing, Financial Performance, Digital Business StrategyAbstract
Penelitian ini dilaksanakan untuk mengkaji pengaruh competitive advantage dan digital business strategy terhadap financial performance yang dimoderasi oleh digital marketing pada usaha mikro, kecil dan memengah (UMKM) sektor makanan dan minuman di Jakarta Barat. Dengan mengklasifikasikan dua kemampuan (kemampuan manajerial dan kemampuan operasional) yang diperlukan untuk mewujudkan strategi bisnis digital. Penelitian ini menggunakan metode kuantitatif dan teknik analisis data dilakukan berdasarkan Structural Equation Modelling menggunakan software SmartPLS 3.0. Metode pemilihan sampel menggunakan metode purposive sampling. Hasil penelitian ini menemukan bahwa competitive advantage berpengaruh positif dan signifikan terhadap financial performance, managerial capability berpengaruh positif dan signifikan terhadap financial performance, operational capability berpengaruh positif dan signifikan terhadap financial performance. Disisi lain digital marketing tidak mampu memoderasi pengaruh antara competitive advantage terhadap financial performance dan digital marketing tidak mampu memoderasi pengaruh antara operational capability terhadap financial performance. Namun digital marketing mampu memoderasi pengaruh antara managerial capability terhadap financial performance.
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