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All Journal Hasanuddin Economics and Business Review Jurnal Pengabdian kepada Masyarakat
Sastra, Eka
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Agriculture, Biological Sciences & Forestry Humanities Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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The Impact of Digital Transformation and Innovation Capability on Competitive Advantage: The Mediating Role of Market Orientation in Emerging Markets Sastra, Eka; Sallatu, Mohammad Afif; Sanusi, Abdullah
Hasanuddin Economics and Business Review VOLUME 9 NUMBER 1, 2025
Publisher : Faculty of Economics and Business, Hasanuddin University, Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26487/hebr.v9i1.6485

Abstract

This study aims to examine the impact of digital transformation and innovation capability on competitive advantage, with market orientation as a mediating variable, particularly within the dynamic conditions of emerging markets. Using a quantitative, cross-sectional design, data were collected from 230 mid- and senior-level managers in Indonesian firms across various industries. The study employed Structural Equation Modeling with Partial Least Squares (SEM-PLS) to test both direct and mediating relationships. Results show that both digital transformation and innovation capability significantly enhance market orientation. In turn, market orientation positively influences competitive advantage and partially mediates the relationships between the antecedent capabilities and performance. These findings underscore market orientation’s central role in translating internal capabilities into strategic outcomes. This study contributes to strategic management literature by integrating digital, innovative, and behavioral resources into a coherent model of competitive advantage. It also addresses a gap in research on the interplay among these constructs in emerging market contexts.
PEMBERDAYAAN UMKM MELALUI PENGUATAN STRATEGI ADAPTASI NON-KONFRONTATIF DALAM MENGHADAPI PERUBAHAN TATA RUANG KOTA DI KABUPATEN MAROS Baginda Hamzah; Abdullah Sanusi; Rianda Ridho Hafizh Thaha; Sastra, Eka; Andi Bella Oktavia; Tenri Tajeng; Ine Agustia Afriany Firmansyah; Muhammad Fadhl Jafar Shadiq; Aliyah Sakila Rasyidah; Nur Annisa; Novita Fitri Anggraeni; Aura Puspa Fitriyani
J-ABDI: Jurnal Pengabdian kepada Masyarakat Vol. 5 No. 11 (2026): April 2026
Publisher : Bajang Institute

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Abstract

Kabupaten Maros menghadapi tantangan perubahan tata ruang kota yang berdampak langsung pada operasional UMKM lokal. Kegiatan Pengabdian kepada Masyarakat ini berfokus pada pemberdayaan UMKM melalui penguatan strategi adaptasi non-konfrontatif dalam menghadapi dinamika perubahan ekonomi dan tata ruang. Tujuannya adalah memperkuat kapasitas teknis dan manajerial pelaku UMKM dalam mengembangkan ketahanan usaha yang adaptif dan berkelanjutan. Pendekatan yang digunakan meliputi pelatihan kewirausahaan, digital marketing, resilience without resistance, serta strategi bisnis dan mitigasi risiko. Strategi pelaksanaan dilakukan secara partisipatif dengan metode penyuluhan, pelatihan langsung, dan pendampingan berkelanjutan. Hasil kegiatan menunjukkan peningkatan signifikan dalam pemahaman strategi adaptasi, keterampilan digital marketing, serta kesiapan peserta dalam menghadapi tantangan perubahan tata ruang kota, yang berkontribusi terhadap penguatan ketahanan dan daya saing UMKM di Kabupaten Maros
Co-Authors Abdullah Sanusi, Abdullah Aliyah Sakila Rasyidah Andi Bella Oktavia Aura Puspa Fitriyani Baginda Hamzah Ine Agustia Afriany Firmansyah Muhammad Fadhl Jafar Shadiq Novita Fitri Anggraeni Nur Annisa Rianda Ridho Hafizh Thaha Sallatu, Mohammad Afif Tenri Tajeng