PERAN DIGITAL MARKETING DALAM MEMEDIASI TRANSFORMASI DIGITAL TERHADAP INOVASI BISNIS MANUFAKTUR
DOI:
https://doi.org/10.31849/s0javz19Keywords:
Transformasi digital, Pemasaran Digital, Inovasi Bisnis, Sektor Manufaktur, SEMAbstract
Transformasi digital merupakan bagian penting dari inovasi bisnis di sektor manufaktur, namun sedikit yang dibahas tentang bagaimana pemasaran digital dapat membantu menghubungkan transformasi digital dan inovasi bisnis. Studi ini menganalisis hubungan antara transformasi digital, pemasaran digital, dan inovasi bisnis di perusahaan manufaktur Indonesia, dengan fokus pada pemasaran digital sebagai jembatan antara keduanya. Kami menggunakan Structural Equation Modeling (SEM), metode kuantitatif, untuk menganalisis data dari 423 responden. Hasil penelitian menunjukkan bahwa transformasi digital memiliki dampak positif terhadap pemasaran digital, yang pada gilirannya mendorong inovasi bisnis. Pemasaran digital mempercepat adopsi ide-ide baru di pasar secara signifikan. Studi ini memberikan kontribusi teoretis dengan menggabungkan Teori Kapabilitas Dinamis dan Kerangka Kerja TOE untuk mengklarifikasi hubungan antara variabel-variabel tersebut. Dalam praktiknya, hasil penelitian ini membantu perusahaan manufaktur merumuskan rencana transformasi digital yang baik.
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