Pengaruh Adaptasi Model Bisnis Digital pada UMKM Fashion terhadap Daya Saing di Pasar Nasional Indonesia
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Abstract
Penelitian ini mengkaji pengaruh adaptasi model bisnis digital dan kapabilitas digital terhadap daya saing UMKM fesyen di pasar nasional Indonesia. Meningkatnya pengaruh transformasi digital dalam sektor fesyen menuntut para pelaku UMKM untuk memperkuat model bisnis strategis dan kompetensi teknologinya agar tetap kompetitif. Dengan menggunakan pendekatan penelitian kuantitatif, data dikumpulkan dari 120 responden yang terdiri atas pemilik dan manajer UMKM fesyen di berbagai wilayah Indonesia. Respon diukur menggunakan skala Likert (1–5) dan dianalisis dengan bantuan SPSS versi 25, meliputi uji validitas dan reliabilitas, uji asumsi klasik, serta analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa adaptasi model bisnis digital dan kapabilitas digital berpengaruh positif dan signifikan terhadap daya saing UMKM, dengan kapabilitas digital berperan sebagai faktor utama yang menerjemahkan inovasi menjadi kinerja bisnis. Model regresi menunjukkan bahwa kedua variabel tersebut menjelaskan proporsi yang signifikan terhadap variansi daya saing UMKM. Temuan ini menegaskan bahwa peningkatan berkelanjutan terhadap kompetensi digital dan adaptasi model strategis sangat penting untuk mempertahankan keunggulan pasar. Penelitian ini memberikan implikasi praktis bagi pemilik UMKM, pembuat kebijakan, dan pemangku kepentingan industri dalam merumuskan strategi transformasi digital yang efektif bagi industri fesyen Indonesia.
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