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All Journal Jurnal Manajemen & Keuangan Liquidity: Jurnal Riset Akuntansi dan Manajemen Syntax Literate: Jurnal Ilmiah Indonesia Forum Ekonomi : Jurnal Ekonomi, Manajemen dan Akuntansi Inovasi : Jurnal Ekonomi, Keuangan, dan Manajemen JRB-Jurnal Riset Bisnis SULUH: Jurnal Abdimas Journal of Tourism Destination and Attraction Jurnal Ners International Journal of Economics, Management, Business, and Social Science International Journal of Social Science Daengku: Journal of Humanities and Social Sciences Innovation Jurnal Manajemen dan Kewirausahaan JIMP: Jurnal Ilmiah Manajemen Pancasila
Sri Widyastuti
Fakultas Ekonomi Dan Bisnis, Universitas Pancasila
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Medicine & Pharmacology Nursing Public Health Social Sciences Other

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NAVIGATING DIGITAL DISRUPTION: CONSUMER BEHAVIOR-DRIVEN INNOVATION FOR SUSTAINABLE BUSINESS Lola Fitria Sari; Agustinus Miranda Wijaya; Sri Widyastuti; Rowiyah Asengbaramae
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 Achsanul Qosasi Agustinus Miranda Wijaya Andika Kristian Atika Rani Bagus Nur Hakim Bayu Retno Detika Yossy Pramesti Dewi Kurniawati Dian Riskarini Edie Toet Hendratno Endang Mariyanti Erwin Permana Fatima Tuzzahara Alkaf Henky Lesmana Henky Lesmana Henky Lesmana Herlan Heru Setyoko Irma Permata Laili Savitri Noor Lola Fitria Sari Murdani Nikita Tumbelaka Noviyantih, Noviyantih Purwoko, Bambang Rowiyah Asengbaramae Sahat Saragi Savitri Siswono Sudarmin Parenrengi Tia Ichwani Wahono Sumaryono Wahono Sumaryono Welfin Dysyandi Wida Rahayu Widarto Rachbini