DAMPAK TRANSFORMASI DIGITAL DAN KARAKTERISTIK WIRAUSAHA TERHADAP KINERJA UMKM SEKTOR KULINER DI KOTA BANDUNG

Salsa Satriani Setiawan, - and Suryana, - and Heny Hendrayati, - (2025) DAMPAK TRANSFORMASI DIGITAL DAN KARAKTERISTIK WIRAUSAHA TERHADAP KINERJA UMKM SEKTOR KULINER DI KOTA BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Industri kuliner di Kota Bandung terus berkembang pesat seiring dengan tren digitalisasi dan perubahan perilaku konsumen. Namun, di balik kemajuan tersebut, banyak UMKM kuliner menghadapi tantangan serius, seperti penurunan omzet, lemahnya adopsi teknologi, dan kurangnya kemampuan manajerial. Sebagian pelaku usaha mampu bertahan dan tumbuh karena memanfaatkan teknologi digital serta memiliki karakter wirausaha yang kuat. Penelitian ini bertujuan untuk menganalisis pengaruh transformasi digital dan karakteristik wirausaha terhadap kinerja UMKM kuliner, baik secara parsial maupun simultan. Penelitian ini menggunakan pendekatan kuantitatif melalui survei pada 100 pelaku UMKM kuliner pengguna teknologi digital di Kota Bandung dengan teknik probability sampling metode simple random sampling. Transformasi digital diukur melalui empat dimensi: penggunaan media sosial, e-commerce, sistem pembayaran digital, dan automasi bisnis. Sementara itu, karakteristik wirausaha meliputi motif berprestasi, orientasi masa depan, kemampuan manajerial, serta keberanian mengambil risiko dan tantangan. Kinerja usaha dinilai berdasarkan indikator peningkatan omzet, efisiensi operasional, daya saing, dan kepuasan pelanggan. Data dianalisis menggunakan uji regresi linear berganda. Hasil penelitian menunjukkan bahwa transformasi digital dan karakteristik wirausaha berpengaruh positif dan signifikan terhadap kinerja UMKM, baik secara parsial maupun simultan, dengan kontribusi sebesar 52,4%. Artinya, kemampuan adaptasi terhadap teknologi dan keunggulan karakter pribadi pelaku usaha menjadi faktor utama penentu keberhasilan bisnis di era digital. Temuan ini menjadi bukti bahwa penguatan dua aspek tersebut perlu menjadi prioritas dalam strategi pemberdayaan UMKM, khususnya di sektor kuliner. Penguatan transformasi digital dan karakter wirausaha melalui e-commerce, promosi digital terstruktur, kompetisi, dan pelatihan pemerintah dapat meningkatkan kinerja dan daya saing UMKM kuliner, sementara penelitian selanjutnya dianjurkan memperluas variabel, metode, dan sektor untuk temuan lebih komprehensif. The culinary industry in Bandung City continues to grow rapidly in line with the digitalization trend and changes in consumer behavior. However, behind this progress, many culinary MSMEs face serious challenges, such as declining revenue, weak adoption of technology, and limited managerial capabilities. Some entrepreneurs are able to survive and grow by utilizing digital technology and possessing strong entrepreneurial characteristics. This study aims to analyze the influence of digital transformation and entrepreneurial characteristics on the performance of culinary MSMEs, both partially and simultaneously. This research employed a quantitative approach using a survey of 100 culinary MSME actors in Bandung City who utilize digital technology, selected through probability sampling with the simple random sampling method. Digital transformation is measured through four dimensions: the use of social media, e-commerce, digital payment systems, and business automation. Meanwhile, entrepreneurial characteristics include achievement motivation, future orientation, managerial skills, and risk-taking behavior. Business performance is assessed using indicators of revenue growth, operational efficiency, competitiveness, and customer satisfaction. The data were analyzed using multiple linear regression tests. The results show that both digital transformation and entrepreneurial characteristics have a positive and significant effect on MSME performance, either partially or simultaneously, with a contribution of 52.4%. This means that adaptability to technology and strong personal traits of entrepreneurs are key success factors for businesses in the digital era. These findings highlight the importance of strengthening both aspects as a strategic priority in empowering MSMEs, particularly in the culinary sector. Strengthening digital transformation and entrepreneurial traits through e-commerce, structured digital promotion, competitions, and government-supported training can boost culinary MSMEs’ performance and competitiveness, while future studies should expand variables, methods, and sectors for more comprehensive findings.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=id&user=IKGunuYAAAAJ ID SINTA Dosen Pembimbing Suryana: 5978648 Heny Hendrayati: 5994544
Uncontrolled Keywords:	Digitalisasi usaha, karakter wirausaha, kinerja bisnis, UMKM kuliner, teknologi digital. Business digitalization, entrepreneur characteristics, business performance, culinary MSMEs, digital technology.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User:	Salsa Satriani Setiawan
Date Deposited:	08 Oct 2025 03:35
Last Modified:	08 Oct 2025 03:35
URI:	http://repository.upi.edu/id/eprint/142578

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