Pengaruh digitalisasi, program pemerintah, norma sosial budaya dan inovasi pasar terhadap kinerja UMKM pada masa pandemi Covid-19 di Jakarta

Rachmah, Asri Permata (2022) Pengaruh digitalisasi, program pemerintah, norma sosial budaya dan inovasi pasar terhadap kinerja UMKM pada masa pandemi Covid-19 di Jakarta. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Semenjak penyebaran Covid-19 yang mendunia, banyak negara mengalami penurunan dalam kegiatan ekonomi, akan tetapi hal tersebut dibarengi dengan pesatnya perkembangan teknologi informasi dan komunikasi. Digitalisasi semakin dibutuhkan semenjak pandemi Covid-190, guna mendorong tren kerja dari jarak jauh atau work from home. Pada kondisi tersebut UMKM juga dipaksa untuk melakukan inovasi demi mempertahankan bisnisnya. Penelitian ini mendeskripsikan mengenai pengaruh digitalisasi, program pemerintah, norma sosial dan budaya serta inovasi pasar terhadap kinerja UMKM. Variabel-variabel tersebut diteliti lebih lanjut guna mengetahui pengaruh-pengaruh signifikan yang memiliki hubungan antara variabel bebas dan variabel tak bebas. Laporan skripsi ini dilakukan dengan pendekatan kuantitatif yang pengumpulan data dengan kuisioner online. Penelitian dilakukan dengan lima variabel, 25 indikator yang disebarluaskan kepada 150 responden yang berprofesi sebagai wirausahawan. Metode Analisa yang digunakan dalam penelitian yaitu SPSS. Dapat disimpulkan bahwa pada studi ini ada pengaruh positif dan signifikan dari digitalisasi dengan keseluruhan variabel yaitu program pemerintah, norma sosial dan budaya, serta inovasi pasar terhadap kinerja UMKM khususnya di kota Jakarta. / Since the beginning of the Covid-19 pandemic, many countries have experienced declining economic activity. However, this has been accompanied by the rapid development of information and communication technology. Digitalization has been increasingly needed since the Covid-19 pandemic, to encourage the trend of working from home. Under these conditions, MSMEs are also forced to innovate to maintain their business. This study describes the impact of digitalization, government programs, social and cultural norms, and market innovation on the performance of MSMEs. These variables were examined further to determine the significant relationship between the dependent variable and the independent variable. This research study was carried out by a quantitative approach that collects data with online questionnaires. The study was conducted with five variables and 25 indicators which were distributed to 150 respondents who are entrepreneurs by profession. The analytical technique used in this research is SPSS. It can be concluded that in this study there is a positive and significant effect of digitalization with all variables, namely government programs, social and cultural norms, and market innovation on the performance of MSMEs, especially in Jakarta.

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