Improving The Marketing Performance of Tasikmalaya Weaving Industry Through Product Innovation
DOI:
https://doi.org/10.32639/ae7aww63Keywords:
Digital Literacy, Product Innovation, Marketing PerformanceAbstract
This study aims to examine the influence of digital literacy on the marketing performance of woven industry MSMEs in Tasikmalaya, with product innovation as a mediating variable. The quantitative approach was used through a survey of 121 MSME actors in the Tasikmalaya weaving industry. Data analysis was carried out using the Structural Equation Modeling (SEM) method using SmartPLS 4 software. The results of the study show that digital literacy has a significant effect on product innovation and marketing performance. In addition, product innovation has been shown to mediate the relationship between digital literacy and marketing performance. These findings affirm the importance of mastery of technology and innovative capabilities for MSME actors to increase competitiveness and marketing effectiveness. This research makes a practical contribution to the development of digital-based MSME empowerment strategies.
Downloads
References
Amin, M., Sudarwati, S., & Maryam, S. (2019). Analisis pengaruh inovasi produk, orientasi pasar, keunggulan bersaing terhadap kinerja pemasaran di sentra industri mebel Desa Sembungan. Jurnal Ilmiah Edunomika, 3(2), 501–510. https://doi.org/10.29040/jie.v3i02.664
Athia, I., Soetjipto, B. E., & Efendi, E. (2023). The improvement of MSMEs’ business performance during the COVID-19 pandemic through financial and digital literacy. Jurnal Ekonomi Bisnis dan Kewirausahaan, 12(1), 92–109. https://doi.org/10.26418/jebik.v12i1.58984
Avriyanti, S. (2022). Pengaruh inovasi produk dan teknologi informasi terhadap perkembangan usaha: Studi pada UMKM bidang kuliner di Kabupaten Tabalong. PubBis: Jurnal Pemikiran dan Penelitian Administrasi Publik dan Administrasi Bisnis, 6(1), 61–73. https://doi.org/10.35722/pubbis.v6i1.582
Bahren, B., Ramadhani, I., & Suroso, E. (2018). Membangun keunggulan bersaing melalui inovasi produk, inovasi proses, inovasi marketing dan inovasi organisasi untuk meningkatkan kinerja perusahaan. Jurnal Ekonomi Manajemen, 4(1), 8–18. https://doi.org/10.37058/jem.v4i1.689
Barney, J. B. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120. https://doi.org/10.1177/014920639101700108
Belshaw, D. A. J. (2012). What is “digital literacy”?: A pragmatic investigation [Doctoral dissertation, Durham University].
Bidasari, Sahrir, Goso, & Hamid, R. S. (2023). Peran literasi keuangan dan literasi digital dalam meningkatkan kinerja UMKM. Owner: Riset dan Jurnal Akuntansi, 7(2), 1635–1645. https://doi.org/10.33395/owner.v7i2.1404
Dinas Koperasi, Usaha Mikro, Kecil dan Menengah, Perindustrian dan Perdagangan Kota Tasikmalaya. (n.d.). Jumlah unit usaha industri komoditas unggulan berdasarkan jenis komoditas di Kota Tasikmalaya. Open Data Kota Tasikmalaya. https://opendata.tasikmalayakota.go.id/dataset/jumlah-unit-usaha-industri-komoditas-unggulan-berdasarkan-jenis-komoditas-di-kota-tasikmalaya
Eshet-Alkalai, Y. (2004). Digital literacy: A conceptual framework for survival skills in the digital era. Journal of Educational Multimedia and Hypermedia, 13(1), 93–106. https://www.learntechlib.org/primary/p/4793/
Firmansyah, D., & Dede. (2022). Kinerja kewirausahaan: Literasi ekonomi, literasi digital dan peran mediasi inovasi. Formosa Journal of Applied Sciences, 1(5), 745–762. https://doi.org/10.55927/fjas.v1i5.1288
Hair, J. F., Jr., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer. https://doi.org/10.1007/978-3-030-80519-7
Harini, S., Silaningsih, E., & Putri, M. E. (2022). Pengaruh orientasi pasar, kreativitas dan inovasi produk terhadap kinerja pemasaran UMKM. Jurnal Inspirasi Bisnis dan Manajemen, 6(1), 67–82. https://doi.org/10.33603/jibm.v6i1.6040
Henseler, J., Ringle, C. M., & Sarstedt, M. (2016). Testing measurement invariance of composites using partial least squares. International Marketing Review, 33(3), 405–431. https://doi.org/10.1108/IMR-09-2014-0304
Lukas, B. A., & Ferrell, O. C. (2000). The effect of market orientation on product innovation. Journal of the Academy of Marketing Science, 28(2), 239–247. https://doi.org/10.1177/0092070300282005
Martin, A., & Grudziecki, J. (2006). DigEuLit: Concepts and tools for digital literacy development. Innovation in Teaching and Learning in Information and Computer Sciences, 5(4), 249–267. https://doi.org/10.11120/ital.2006.05040249
Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54(4), 20–35. https://doi.org/10.1177/002224299005400403
Prasetyo, B. D., & Febriani, N. S. (2018). Komunikasi pemasaran terpadu: Pendekatan tradisional hingga era media baru. UB Press.
Saputri, S. A., Winarno, A., & Rahayu, W. P. (2022). The effect of digital literature, entrepreneurship literature, and entrepreneurship behavior on marketing performance of traditional market traders in Dinoyo Malang: Case study of traders on Malang Online Platform. International Journal of Humanities Education and Social Sciences, 2(2), 478–486. https://doi.org/10.55227/ijhess.v2i2.249
Supriatna, T., Juhandi, D., & Rasipan, R. (2022). Promosi media sosial dan literasi digital terhadap kinerja pemasaran yang dimoderasi akses fasilitas digital. MASTER: Jurnal Manajemen Strategik Kewirausahaan, 2(2), 167–178. https://doi.org/10.37366/master.v2i2.481
Syam, N., Hess, J. D., & Yang, Y. (2016). Can sales uncertainty increase firm profits? Journal of Marketing Research, 53(2), 199–206. https://doi.org/10.1509/jmr.13.0506
Teece, D. J., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal, 18(7), 509–533. https://doi.org/10.1002/(SICI)1097-0266(199708)18:7<509::AID-SMJ882>3.0.CO;2-Z
Wernerfelt, B. (1984). A resource-based view of the firm. Strategic Management Journal, 5(2), 171–180. https://doi.org/10.1002/smj.4250050207
Yanti, N. P. Y. P., Telagawathi, N. L. W. S., & Widiastini, N. M. A. (2024). Peran mediasi digital marketing pada pengaruh literasi digital dan inovasi produk terhadap kinerja UMKM. E-Jurnal Ekonomi dan Bisnis Universitas Udayana, 13(2), 282–299. https://doi.org/10.24843/EEB.2024.v13.i02.p08
