UPGRADING KINERJA BISNIS MELALUI DIGITAL LITERACY : UPAYA UNTUK MEMPEROLEH KEUNGGULAN BERSAING DI ERA REVOLUSI INDUSTRI 4.0

Rofi Rofaida, Annisa Ciptagustia

Abstrak


The fesyen creative industry is a very strategic creative industry in Bandung because it provides a high contribution to economic and employment. In the era of the Industrial Revolution 4.0, the strategy was improved digital literacy. The current problem is that the level of digital literacy is very low. The objective is to obtain a picture of the digital literacy level, identify the driving and inhibiting factors,and measure the effect of the digital literacy level on business performance. The unit of analysis is the fesyen creative industry in Bandung. This study uses a mixed method through observation, questionnaire, and in depth interviews, then the data were analyzed descriptively and conducted a verification test with regression analysis. The results showed that digital literacy still needed to be improved and there was a significant influence on the level of digital literacy on business performance. Research is very important because is still rarely conducted so that research results are expected to be novelty. The results are expected to improve digital literacy, develop strategies to increase digital literacy of businesses, and design joint activities to improve business management capabilities.

 

Industri kreatif fesyen merupakan industri kreatif yang sangat strategis di kota Bandung karena memberikan kontribusi tinggi terhadap PDRB kota Bandung dan penyerapan tenaga kerja. Di era Revolusi industri 4.0, strategi pengembangan industri ini  ditujukan untuk meningkatkan literasi digital. Permasalahan yang ada saat ini adalah tingkat literasi digital masih sangat rendah. Tujuan penelitian adalah memperoleh gambaran tingkat literasi digital industri kreatif fesyen di kota Bandung, mengidentifikasikan faktor pendorong dan penghambat, dan mengukur pengaruh tingkat literasi digital terhadap kinerja bisnis. Unit analisis pada penelitian ini adalah industri kreatif fesyen di kota Bandung. Penelitian ini menggunakan mixed method melalui observasi, penyebaran kuesioner, dan in depth interview, selanjutnya data dianalisis secara deskriptif dan dilakukan uji verifikatif dengan analisis regresi. Hasil penelitian menunjukkan bahwa literasi digital masih harus ditingkatkan dan terdapat pengaruh signifikan tingat literasi digital terhadap kinerja bisnis. Penelitian menjadi sangat penting karena masih jarang dilakukan sehingga hasil penelitian diharapkan dapat menjadi novelty. Hasil penelitian diharapkan dapat meningkatkan literasi digital, mengembangkan strategi peningkatan literasi digital pelaku usaha, dan merancang aktifitas bersama untuk meningkatkan kemampuan manajemen bisnis.


Kata Kunci


kinerja bisnis; literasi digital; keunggulan bersaing

Teks Lengkap:

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Referensi


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DOI: https://doi.org/10.24198/adbispreneur.v5i3.26709

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