Pengaruh Literasi Digital, Inovasi Produk Dan Orientasi Kewirausahaan Terhadap Pengembangan UMKM  di Kota Pariaman

Masya Putri Ayu; Arnayulis; Vicka Pramudya Putra

doi:10.52850/j-sea.v21i2.26967

Authors

Masya Putri Ayu Program Studi Pengelolaan Agribisnis, Jurusan Bisnis Pertanian, Politeknik Pertanian Negeri Payakumbuh, Indonesia
Arnayulis Program Studi Pengelolaan Agribisnis, Jurusan Bisnis Pertanian, Politeknik Pertanian Negeri Payakumbuh
Vicka Pramudya Putra Program Studi Pengelolaan Agribisnis, Jurusan Bisnis Pertanian, Politeknik Pertanian Negeri Payakumbuh

DOI:

https://doi.org/10.52850/j-sea.v21i2.26967

Keywords:

digital literacy, entrepreneurial orientation, MSME development, product innovation

Abstract

Technological developments encourage Micro, Small, and Medium Enterprises (MSMEs) to improve their ability to utilize technology, create innovative products, and implement entrepreneurial orientation to strengthen business development. This study aims to analyze the influence of digital literacy, product innovation, and entrepreneurial orientation on the development of food and beverage MSMEs in Pariaman City. The quantitative approach was used by involving 100 MSME actors as respondents. The research data was collected through the distribution of questionnaires to respondents, then analyzed using SPSS software version 16. The analysis stages include testing the validity and reliability of the instrument, classical assumption tests consisting of normality, multicollinearity and heteroscedasticity, multiple linear regression analysis, t-test, F test, and determination coefficient (R2). The results showed that all instruments met the requirements for validity and reliability, while the regression model met the necessary assumptions. The partial analysis shows that digital literacy, product innovation, and entrepreneurial orientation each have a positive and significant influence on the development of MSMEs. Simultaneous testing also proves that these three variables have a significant effect on the development of MSMEs in Pariaman City. The Adjusted R2 value of 0.522 shows that 52.2% of the variation in MSME development can be explained by digital literacy, product innovation, and entrepreneurial orientation, while 47.8% is influenced by other factors outside the research model. The results of the study confirm that strengthening digital capabilities, developing product innovation, and increasing entrepreneurial orientation are important aspects in supporting the development of MSMEs in Pariaman City.

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DOI: 10.52850/j-sea.v21i2.26967 DOI URL: https://doi.org/10.52850/j-sea.v21i2.26967

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