ANALISIS PENGARUH KAPABILITAS USAHA DAN DIGITAL MARKETING TERHADAP SUSTAINABILITY UMKM KAIN SONGKET DI KABUPATEN SAMBAS DAN KERAJINAN BIDAI DI KABUPATEN BENGKAYANG SEBAGAI WILAYAH PERBATASAN
DOI:
https://doi.org/10.35794/jmbi.v10i3.52822Abstrak
Abstrak: Penelitian ini bertujuan untuk menganalisis pengaruh Kapabilitas Usaha dan Digital Marketing terhadap Keberlanjutan Usaha pada 100 UMKM di Kabupaten Sambas (Kain Songket) dan Kabupaten Bengkayang (Anyaman Bidai), wilayah perbatasan Indonesia. Hasil analisis menunjukkan bahwa Digital Marketing memiliki dampak positif yang lebih tinggi (0.493) dibandingkan dengan Kapabilitas Usaha (0.348) terhadap Keberlanjutan Usaha. Ini menandakan bahwa strategi Digital Marketing memiliki kontribusi lebih signifikan dalam meningkatkan keberlanjutan bisnis UMKM di wilayah perbatasan. Selain itu, dalam konteks konstruksi SEM, semua item yang terkait dengan Kapabilitas Usaha (X1), Digital Marketing (X2), dan Keberlanjutan Usaha (Y) memiliki outer loadings yang tinggi, dengan sebagian besar nilai di atas 0.9, memverifikasi keandalan dan validitas pengukuran. Model-fit menunjukkan bahwa model yang diestimasi sangat sesuai dengan data observasi, dengan nilai R-Square mencapai 66.6%. Hasil ini memberikan pemahaman yang kuat tentang faktor-faktor yang memengaruhi keberlanjutan UMKM di wilayah perbatasan ini, menegaskan pentingnya implementasi strategi Digital Marketing untuk mendukung pertumbuhan bisnis UMKM di masa depan.
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