DIGITAL SUPPLY CHAIN TERHADAP KINERJA PEMASARAN INDUSTRI UKM DI KOTA AMBON
DOI:
https://doi.org/10.33758/mbi.v18i7.708Keywords:
Digital Supply Chain, Kinerja Pemasaran, Industri UKMAbstract
Perkembangan teknologi saat ini mengharuskan setiap bisnis UKM untuk beradaptasi dengan situasi yang berkembang tersebut. Hal-hal seperti ini tentunya memicu perubahan model bisnis dalam supply chain. Perubahan dari supply chain konvensional menjadi electronic supply chain karena perkembangan internet dan teknologi informasi menjadikan aliran komunikasi antar rantai pasokan menjadi sangat cepat. Tujuan penelitian ini adalah untuk mengembangkan suatu model teoritikal untuk mengatasi inkonsistensi hasil-hasil penelitian serta fenomena ekosistem digital UKM di Kota Ambon. Data yang diperoleh dalam penelitian ini melalui metode survey dan dikumpulkan dari sampel yang diambil dari populasi dengan jumlah sampel sebanyak 240 pelaku UKM di Kota Ambon. Penelitian ini menggunakan teknik analisis GeSCA dengan bantuan aplikasi Web GESCA versi 1,5. Hasil olah data menunjukkan bahwa model dalam penelitian sudah fit dan menerima seluruh hipotesis yang diajukan dalam penelitian ini dapat diterima, yaitu: E-market orientation supply chain berpengaruh terhadap e-supply chain positional advantage, E-supply chain capability berpengaruh terhadap e-supply chain positional advantage, E-adaptability supply chain berpengaruh terhadap e-supply chain positional advantage, dan E-supply chain positional advantage berpengaruh terhadap kinerja pemasaran. Dengan demikian, pelaku UKM di Kota Ambon harus terus menggunakan platform digital karena secara empiris dapat meningkatkan keunggulan posisional sekaligus meningkatkan kinerja pemasaran
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