Strategi Transformasi Digital, Manajemen Perubahan, Dan Kemampuan Pemasaran Berorientasi Pasar Dalam Meningkatkan Keunggulan Kompetitif Umkm Tenun Tradisional Di Ntb: Perspektif Manajemen Strategis Di Era Disrupsi

Muhajirin Muhajirin, Dewie Tri Wijayati Wardoyo, Yessy Artanti

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh strategi transformasi digital, manajemen perubahan, dan kemampuan pemasaran berorientasi pasar terhadap keunggulan kompetitif UMKM tenun tradisional di NTB. Penelitian menggunakan pendekatan kuantitatif dengan metode eksplanatori. Sampel penelitian berjumlah 130 responden yang merupakan pemilik atau pengelola UMKM tenun tradisional di Lombok, Sumbawa, dan Bima, yang dipilih melalui teknik purposive sampling. Data dikumpulkan menggunakan kuesioner tertutup dengan skala Likert 5 poin dan dianalisis menggunakan analisis regresi linear berganda dengan bantuan software SPSS. Hasil penelitian menunjukkan bahwa strategi transformasi digital, manajemen perubahan, dan kemampuan pemasaran berorientasi pasar masing-masing berpengaruh positif dan signifikan terhadap keunggulan kompetitif, dengan kemampuan pemasaran berorientasi pasar sebagai variabel yang memberikan pengaruh terbesar. Secara simultan, ketiga variabel tersebut juga berpengaruh signifikan terhadap keunggulan kompetitif dengan kontribusi yang tergolong kuat. Temuan ini mengimplikasikan bahwa penguatan keunggulan kompetitif UMKM tenun tradisional di NTB memerlukan integrasi strategi digital yang terarah, kemampuan mengelola perubahan secara adaptif, dan kepekaan terhadap dinamika kebutuhan pasar.

Kata Kunci: Transformasi Digital; Manajemen Perubahan; Orientasi Pasar; Keunggulan Kompetitif; UMKM Tenun.

Keywords


Digital Transformation; Change Management; Market Orientation; Competitive Advantage; Weaving SMEs.

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