Pengaruh Adopsi Teknologi Digital dan Strategi Pemasaran Online Terhadap Kinerja Bisnis dalam Kewirausahaan di Indonesia
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Abstract
Penelitian ini menyelidiki dampak adopsi teknologi digital dan strategi pemasaran online terhadap kinerja bisnis dan kewirausahaan di Indonesia. Dengan menggunakan pendekatan penelitian kuantitatif, data dikumpulkan dari 280 pengusaha di berbagai industri dan dianalisis menggunakan Structural Equation Modeling (SEM) dengan Partial Least Squares (PLS). Temuan menunjukkan bahwa adopsi teknologi digital memiliki pengaruh positif yang signifikan terhadap kinerja bisnis, sementara strategi pemasaran online juga berkontribusi positif, meskipun pada tingkat yang lebih rendah. Selain itu, peningkatan kinerja bisnis secara signifikan mendorong kegiatan kewirausahaan seperti inovasi dan kemitraan strategis. Hasil penelitian ini menekankan pentingnya mengintegrasikan teknologi digital dan strategi pemasaran untuk meningkatkan hasil bisnis dan mendorong kewirausahaan. Temuan ini memiliki implikasi penting bagi para wirausahawan dan pembuat kebijakan yang ingin mendorong transformasi digital dalam ekosistem kewirausahaan di Indonesia.
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