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All Journal Jurnal Manajemen Strategi dan Aplikasi Bisnis Annals of Management and Organization Research Jurnal Manajemen dan Kewirausahaan JRAP (Jurnal Riset Akuntansi dan Perpajakan) Capacitarea : Jurnal Pengabdian Kepada Masyarakat Abdi Implementasi Pancasila: Jurnal Pengabdian kepada Masyarakat Jurnal Nusantara Mengabdi Ekobisman : Jurnal Ekonomi Bisnis Manajemen
Wijaya, Agustinus Miranda
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Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Public Health Social Sciences Other

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NAVIGATING DIGITAL DISRUPTION: CONSUMER BEHAVIOR-DRIVEN INNOVATION FOR SUSTAINABLE BUSINESS Sari, Lola Fitria; Wijaya, Agustinus Miranda; Widyastuti, Sri; Asengbaramae, Rowiyah
Jurnal Manajemen dan Kewirausahaan Vol. 27 No. 2 (2025): SEPTEMBER 2025
Publisher : Management Study Program, Faculty of Business and Economics, Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/jmk.27.2.127-146

Abstract

This study aims to analyze the influence of Digital Innovation and Consumer Behavior on Customer Experience and Competitive Advantage in the context of retail product consumers in the Greater Jakarta area. Using a quantitative approach, data were collected from 200 respondents and analyzed using a structural model. The results showed that Digital Innovation has a significant positive effect on Customer Experience (path coefficient = 0.195; T = 2.538; P = 0.006) and Competitive Advantage (path coefficient = 0.140; T = 1.884; P = 0.030). Consumer Behavior also has a significant positive effect on Customer Experience (path coefficient = 0.381; T = 5.717; P = 0.000) and Competitive Advantage (path coefficient = 0.309; T = 4.179; P = 0.000). Customer Experience is proven to be a significant mediator in the relationship between the two on Competitive Advantage. These findings emphasize the importance of digital innovation, understanding consumer behavior, and customer experience in building sustainable competitive advantage. Therefore, the success of digital innovation must be measured by the extent to which a company creates value for stakeholders, including consumers, society, and the environment. Technology-based innovation, implemented ethically and sustainably, is a key foundation in the Marketing 6.0 era amid ongoing digital disruption
Co-Authors Agoestina Mappadang Asengbaramae, Rowiyah DARMANSYAH . Derriawan Derriawan, Derriawan Djaddang, Syahril Harnovinsah Harnovinsah Heni Pujiastuti Iskak, Jamaludin Mappadang, Jusuf Luther Mappadang, Luther Jusuf Nawasiah, Nana Oktaviani , Silvi Malvina Riskarini, Dian Rosikin, Rosikin Sari, Lola Fitria Sihite, Mombang Sri Widyastuti SYAM, M. ARDIANSYAH Zulkifli Zulkifli