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All Journal E-Jurnal Medika Udayana Jurnal Farmasi Klinik Indonesia Journal of Economic, Bussines and Accounting (COSTING) YUME : Journal of Management Jurnal Biomedika dan Kesehatan Jurnal Manajemen dan Administrasi Rumah Sakit Indonesia (MARSI) Medika Kartika : Jurnal Kedokteran dan Kesehatan Community Engagement and Emergence Journal (CEEJ) Jurnal Ners AKSELERASI: Jurnal Ilmiah Nasional Journal of Humanities, Social Science, Public Administration and Management (HUSOCPUMENT) Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) IIJSE Jurnal MedScientiae Jurnal Kedokteran Meditek Maneggio Indonesian Journal of Biomedicine and Clinical Sciences Jurnal Bioteknologi & Biosains Indonesia (JBBI) Jurnal Cendekia Ilmiah Jurnal Ekonomi, Manajemen, Akuntansi Jurnal Bioteknologi & Biosains Indonesia
Wani Devita Gunardi
Universitas Kristen Krida Wacana
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Journal : IIJSE

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Digital Capability as a Mediating Mechanism Between Human Capital, Market Competition, and Operational Sustainability: Evidence from Premium Aesthetic Services in Indonesia Pertiwi, A.A. Putu Sandra; Gunardi, Wani Devita
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i1.9476

Abstract

The research focuses on Pinky Treatment, a non-invasive aesthetic service positioned as a premium offering targeting upper–middle market segments with relatively low market awareness, thereby requiring continuous education and promotion through digital capabilities. A quantitative approach was employed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) on data collected from 120 respondents through structured questionnaires. Four latent variables, human capital, market competition, digital capability, and operational sustainability, were analyzed using SmartPLS 4. The results indicate that Human Capital (β = 0.475; p < 0.001) and Market Competition (β = 0.254; p = 0.001) have positive and significant effects on Digital Capability. Furthermore, Digital Capability has a positive and significant effect on Operational Sustainability (β = 0.481; p < 0.001). However, Human Capital (β = 0.134; p = 0.131) and Market Competition (β = 0.100; p = 0.164) do not have significant direct effects on Operational Sustainability. These findings demonstrate that Digital Capability fully mediates the effects of human capital and market competition on operational sustainability. The research model exhibits a moderate explanatory power (R² = 0.356) and adequate predictive relevance (Q² > 0). The study concludes that digital capability is a critical factor in translating human resources and competitive market pressures into operational sustainability, particularly for premium services that require continuous market education and consistent promotional efforts. Although Pinky Treatment presents an attractive business opportunity due to its non-invasive nature, ease of licensing, high profit margins, and potential for cost efficiency, its operational sustainability is highly dependent on the ability of business actors to develop and manage digital capabilities. This study is limited to a single type of aesthetic service and a specific sample size; therefore, the generalizability of the findings should be approached with caution.
Co-Authors Ade Dharmawan Andini , Natasya Johanna Antoni, Marcel Astrid, Mariana Berlianti Bulovannelisa Meykward Salamahu Bernard T. Widjaja Dalton Ngangi Devita, Arleen Dewi, Vica Christia Diana Wijaya Donna Mesina Rosadini Pasaribu Donna Mesina Rosadini Pasaribu Ebat, Aelred Parleso Eka Desy Purnama Eka Desy Purnama Eka Desy Purnama Elisabeth D. Harahap Erma Mexcorry Sumbayak Ernawaty Tamba Eva Oktavia Eva Oktavia, Eva Evan Luke Aditya Evrilia Trihandayani Fushen Fushen Fushen Fushen, Fushen Gratia Erlinda Tomasoa Handy Winata Hansel Sanchia Haq, Satria Addienul Haryono, Budi Hikmah, Dian Nurul Ivan Yoseph Saputra Jannah, Ega Farhatu Kintan Utami Kris Herawan Timotius Layanto, Nicolas Lepianda, Jessica Mahardik, Ngakan Made Ari Margaretha MH, Fushen Mohamad Yanuar Prasetyo Nugroho Monica Puspa Sari Muhammad Faturrahman Adani Muhammad Nazmi Nazmi, Muhammad Ngakan Made Ari Mahardik P.M Budi Haryono Pasaribu, Donna Mesina Pertiwi, A.A. Putu Sandra PM. Budi Haryono Restu Aritonang Rina, Veronica Samantha Saparso Saputra, Ivan Yoseph Sari, Monica Puspa Simon, Flyndie Soegeng Wahyoedi Sudradjat, Susana Elya Tania, Rada Teiseran, Virginia Marsella Tintin Supriatin Utami, Kintan Widjaja, Bernard Tirto Widya Widya