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Abstract

Penelitian ini dilatarbelakangi oleh pentingnya keberlanjutan bisnis pada usaha mikro, kecil, dan menengah yang menghadapi dinamika persaingan, perubahan teknologi, serta tuntutan inovasi. Tujuan penelitian adalah untuk menganalisis peran transformasi digital dan kinerja inovasi dalam meningkatkan keberlanjutan bisnis dengan menempatkan digital marketing sebagai variabel mediasi yang strategis. Penelitian menggunakan pendekatan kuantitatif dengan paradigma positivisme dan metode survei cross-sectional. Data dikumpulkan melalui kuesioner kepada dua ratus pelaku usaha mikro, kecil, dan menengah di kawasan Syekh Yusuf Discovery Kabupaten Gowa. Analisis dilakukan dengan menggunakan Structural Equation Modelling berbasis Partial Least Squares untuk menguji validitas, reliabilitas, hubungan kausal, serta efek mediasi antarvariabel. Hasil penelitian menunjukkan bahwa transformasi digital dan kinerja inovasi berpengaruh positif dan signifikan terhadap keberlanjutan bisnis baik secara langsung maupun tidak langsung. Digital marketing terbukti menjadi variabel mediasi yang memperkuat pengaruh keduanya, dengan kontribusi terbesar berasal dari kinerja inovasi terhadap strategi pemasaran digital. Temuan ini mengindikasikan bahwa keberlanjutan bisnis tidak hanya bergantung pada kemampuan berinovasi atau mengadopsi teknologi, tetapi juga pada kemampuan mengkomunikasikan nilai tersebut melalui pemasaran digital yang efektif. Digital marketing memungkinkan usaha mikro, kecil, dan menengah memperluas jangkauan pasar, meningkatkan interaksi konsumen, serta memaksimalkan hasil inovasi dan transformasi digital dalam praktik bisnis berkelanjutan.

Keywords

Business Sustainability Digital Marketing Innovation Performance Strategi Pemasaran Transformasi Digital

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