Peran Keunggulan Kompetitif sebagai Mediator Media Sosial dan Inovasi terhadap Kinerja Usaha
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Abstract
Penelitian ini menganalisis pengaruh adopsi media sosial dan inovasi terhadap kinerja usaha, dengan keunggulan kompetitif sebagai variabel mediasi pada pelaku usaha yang mengggunakan media sosial secara aktif. Penelitian ini menggunakan pendekatan teori Resource-Based View (RBV) dan Diffusion of Innovations (DOI). Responden penelitian ini melibatkan 81 pelaku usaha yang dipilih dengan teknik purposive sampling melalui kuesioner. Hasil penelitian menunjukkan bahwa adopsi media sosial dan inovasi secara signifikan meningkatkan keunggulan kompetitif dan kinerja usaha. Keunggulan kompetitif juga terbukti menjadi mediator dalam hubungan tersebut. Penelitian ini menegaskan pentingnya strategi inovasi dan pemanfaatan media sosial bagi pelaku usaha untuk memperkuat daya saing dan kinerja usaha di era digital, sekaligus memberikan rekomendasi bagi pelaku usaha untuk terus memaksimalkan potensi teknologi dan inovasi dalam menghadapi persaingan pasar.
This study analyzes the influence of social media adoption and innovation on business performance, with competitive advantage as a mediating variable for business actors who actively use social media. This study using the Resource-Based View (RBV) and Diffusion of Innovations (DOI) approaches. This study involved 81 respondents selected through purposive sampling, with data collected by questionnaire. The results showed that social media adoption and innovation significantly increased competitive advantage and business performance. Competitive advantage was also proven to be a mediator in the relationship. This study emphasizes the importance of innovation strategies and the use of social media for business actors to strengthen competitiveness and business performance in the digital era, while providing recommendations for business actors to continue to maximize the potential of technology and innovation in facing market competition.
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