Abstract:The purpose of helping UMKM UHAT KLB is to expand market share, facilitate online transactions, change the mindset of UMKM UHAT KLB, related to the use of digital technology. The purpose of the assistance to the UMKM Uhat KLB is because many consumers buy tofu through the wheat KLB website, so we provide deeper assistance to take advantage of digital technology. This study uses the active participation method of mentoring, namely discussion, mentoring, training, and monitoring. So, the results of the research … Show more
“…Regarding the third hypothesis, the analysis unveiled an influence between entrepreneurial orientation and business resilience, obtaining a p-value <0.001 and a regression path of 0.673. It implied that MSME players in Southwest Papua have possessed new strategic innovations to maintain their business, as discovered by a previous study (Safa'atin et al, 2022). With the development of technology, MSME players could follow and update business plans through innovations (Putri et al, 2023;Rachmadana, 2021;Tajeddini et al, 2023).…”
Section: Figure 1 Relationship Between Variablesmentioning
This research aims to determine the extent to which Micro, Small and Medium Enterprises (MSMEs) in Southwest Papua understand digital marketing to sustain their business. This study focuses on factors influencing digital literacy, business resilience, and entrepreneurial orientation in MSMEs in the region. A survey method was employed by collecting data from 80 randomly selected MSME samples in the City and Regency of Sorong of Southwest Papua Province. A quantitative approach using structural partial least squares equation modeling (PLS-SEM) was utilized to predict and confirm the hypotheses. Findings unveiled that digital marketing literacy could explain entrepreneurial orientation and business resilience. This study is the beginning of research on the digital economy in the Papua region. The findings of this study successfully answered four hypotheses: (1) There was an influence between digital marketing literacy and entrepreneurial orientation, with a p-value of 0.001 and a regression path of 0.772; (2) There was an influence between digital marketing literacy and business resilience, with a p-value of 0.042 and a regression path value of 0.185. These results revealed that MSME players have been familiar with digital literacy despite residing in Papua.
“…Regarding the third hypothesis, the analysis unveiled an influence between entrepreneurial orientation and business resilience, obtaining a p-value <0.001 and a regression path of 0.673. It implied that MSME players in Southwest Papua have possessed new strategic innovations to maintain their business, as discovered by a previous study (Safa'atin et al, 2022). With the development of technology, MSME players could follow and update business plans through innovations (Putri et al, 2023;Rachmadana, 2021;Tajeddini et al, 2023).…”
Section: Figure 1 Relationship Between Variablesmentioning
This research aims to determine the extent to which Micro, Small and Medium Enterprises (MSMEs) in Southwest Papua understand digital marketing to sustain their business. This study focuses on factors influencing digital literacy, business resilience, and entrepreneurial orientation in MSMEs in the region. A survey method was employed by collecting data from 80 randomly selected MSME samples in the City and Regency of Sorong of Southwest Papua Province. A quantitative approach using structural partial least squares equation modeling (PLS-SEM) was utilized to predict and confirm the hypotheses. Findings unveiled that digital marketing literacy could explain entrepreneurial orientation and business resilience. This study is the beginning of research on the digital economy in the Papua region. The findings of this study successfully answered four hypotheses: (1) There was an influence between digital marketing literacy and entrepreneurial orientation, with a p-value of 0.001 and a regression path of 0.772; (2) There was an influence between digital marketing literacy and business resilience, with a p-value of 0.042 and a regression path value of 0.185. These results revealed that MSME players have been familiar with digital literacy despite residing in Papua.
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