MODEL DAYA SAING USAHA BERBASIS KOMPETENSI DIGITAL KEWIRAUSAHAAN: Studi pada Women Entrepreneur di UKM Fesyen Jawa Barat

Asti Nur Aryanti, - and Suryana, - and Chairul Furqon, - and Heny Hendrayati, - (2025) MODEL DAYA SAING USAHA BERBASIS KOMPETENSI DIGITAL KEWIRAUSAHAAN: Studi pada Women Entrepreneur di UKM Fesyen Jawa Barat. S3 thesis, Universitas Pendidikan Indonesia.

Abstract

Asti Nur Aryanti (2211148) “Model Daya Saing Usaha Berbasis Kompetensi Digital Kewirausahaan (Studi pada Women Entrepreneur di UKM Fesyen Jawa Barat)” di bawah bimbingan Prof. Dr. H. Suryana,M.S., Dr. Chairul Furqon, S.Sos, M.M., Dr. Heny Hendrayati, S.IP, M.M.

Rendahnya daya saing women entrepreneur di UKM fesyen Jawa Barat menjadi kendala utama dalam upaya bertahan di tengah persaingan global. Penelitian ini mendalami penerapan teknologi digital di UKM fesyen, yang berfokus dalam meningkatkan daya saing berbasis kompetensi digital kewirausahaan. Tujuan penelitian ini adalah memverifikasi pengaruh kompetensi digital kewirausahaan, orientasi kewirausahaan terhadap daya saing melalui co-creation dan inovasi. Pendekatan penelitian menggunakan metode kuantitatif, dengan populasi penelitian mencakup women entrepreneur UKM fesyen di Jawa Barat. Sampel diambil menggunakan cluster random sampling yang menghasilkan 280 responden. Pengumpulan data dilakukan melalui penyebaran kuesioner, pengujian hipotesis dilakukan menggunakan SEM AMOS. Hasil penelitian menunjukkan bahwa kompetensi digital kewirausahaan, orientasi kewirausahaan, co-creation, dan inovasi baik secara simultan ataupun parsial berpengaruh terhadap daya saing. Co-creation dan inovasi menjadi mediator yang signifikan antara kompetensi digital kewirausahaan, orientasi kewirausahaan dan daya saing. Tingkat daya siang UKM fesyen di Jawa Barat tergolong tinggi, terutama dalam dimensi kepuasan konsumen, sementara dimensi pertumbuhan relatif lebih rendah namun tetap dalam kategori tinggi. Hal ini menunjukkan pentingnya pengelolaan strategi bisnis yang tidak hanya berfokus pada mempertahankan kepuasan konsumen, tetapi juga pada inovasi dan pengembangan usaha untuk meningkatkan pertumbuhan berkelanjutan. Implikasi penelitian ini adalah kompetensi digital kewirausahaan merupakan elemen penting dalam mendukung inovasi, co-creation, dan daya saing UKM. Pelaku UKM disarankan untuk meningkatkan kompetensi digital kewirausahaan dengan memanfaatkan media teknologi seperti platform digital, E-commerce, dan analitik data untuk mendukung efektivitas operasional dan pengambilan keputusan berbasis data.

Kata Kunci: daya saing, kompetensi digital kewirausahaan, orientasi kewirausahaan, co-creation, inovasi, women entrepreneur

Asti Nur Aryanti (2211148) “A Competitiveness Model for Enterprises Based on Digital Entrepreneurial Competence (A Study of Women Entrepreneurs in Fashion SMEs in West Java)” under the supervision of Prof. Dr. H. Suryana,M.S., Dr. Chairul Furqon, S.Sos, M.M., Dr. Heny Hendrayati, S.IP, M.M.

The low competitiveness of women entrepreneurs in the fashion small and medium enterprises (SMEs) sector in West Java presents a significant challenge in sustaining their position amidst global competition. This study explores the application of digital technology in fashion SMEs, focusing on enhancing competitiveness through entrepreneurial digital competence. The objective of this research is to verify the influence of entrepreneurial digital competence and entrepreneurial orientation on competitiveness, mediated by co-creation and innovation. A quantitative research approach was employed, with the population consisting of women entrepreneurs in the fashion SMEs sector in West Java. A sample of 280 respondents was selected using cluster random sampling. Data collection was conducted via a structured questionnaire, and hypothesis testing was performed using Structural Equation Modeling (SEM) with AMOS software. The findings indicate that entrepreneurial digital competence, entrepreneurial orientation, co-creation, and innovation have both simultaneous and partial effects on competitiveness. Furthermore, co-creation and innovation serve as significant mediators between entrepreneurial digital competence, entrepreneurial orientation, and competitiveness. The overall competitiveness of fashion SMEs in West Java is classified as high, particularly in the dimension of customer satisfaction, while the growth dimension, although relatively lower, also falls within the high category. These results highlight the importance of managing business strategies that not only focus on maintaining customer satisfaction but also emphasize innovation and business development to achieve sustainable growth. The implications of this study underscore that entrepreneurial digital competence is a critical faktor in supporting innovation, co-creation, and the competitiveness of SMEs. It is recommended that SME practitioners enhance their entrepreneurial digital competence by leveraging technological tools such as digital platforms, E-commerce, and data analytics to improve operational efficiency and facilitate data-driven decision-making.

Keywords: competitiveness, digital entrepreneurial competence, entrepreneurial orientation, co-creation, innovation, women entrepreneur

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Item Type:	Thesis (S3)
Additional Information:	https://scholar.google.com/citations?hl=en&user=Wfq7MAsAAAAJ ID SINTA Dosen Pembimbing: Suryana: 5978648 Chairul Furqon: 5994043 Heny Hendrayati: 5994544
Uncontrolled Keywords:	daya saing, kompetensi digital kewirausahaan, orientasi kewirausahaan, co-creation, inovasi, women entrepreneur competitiveness, digital entrepreneurial competence, entrepreneurial orientation, co-creation, innovation, women entrepreneur
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > LC Special aspects of education > LC5201 Education extension. Adult education. Continuing education
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > S3 Manajemen
Depositing User:	Asti Nur Aryanti
Date Deposited:	08 May 2025 02:53
Last Modified:	08 May 2025 02:53
URI:	http://repository.upi.edu/id/eprint/133103

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