PENGARUH INOVASI DAN KEMAMPUAN E-COMMERCE TERHADAP UMKM DI JAKARTA SELATAN

Abstract

This study examined the influence of innovation and e-commerce capability on the marketing performance of Micro, Small, and Medium Enterprises (MSMEs) in South Jakarta. The research background emerged from the phenomenon of digital transformation that required MSMEs to adapt to technological advances while maintaining innovative competitiveness. The purpose of this study was to analyze how innovation and e-commerce capability affected MSME performance, both individually and simultaneously. The research used a quantitative approach with a causal design. Data were collected from
142 MSME respondents who had operated for at least two years and utilized e-commerce platforms in their business activities. The data were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method through SmartPLS 3.0 software. The results showed that e-commerce capability had a significant and dominant effect on MSME marketing performance, with a large effect size. Meanwhile, product innovation did not significantly influence marketing performance. The model had a moderate explanatory power and good predictive relevance. These findings indicated that mastering e-commerce was a key factor in improving MSME performance in the digital era, while innovation still needed to be strengthened to provide greater business impact. The study contributed to expanding theoretical understanding of digital capability and provided practical implications for policymakers and MSME practitioners in strengthening digital competitiveness.