Alifia i, Ayu Wardan and Mohammad Iqbal, S.Sos., M.IB., DBA (2022) Pengaruh Digital Readiness (Kesiapan Digital) Terhadap Sales Performance (Kinerja Usaha) Melalui Digital Adoption (Adopsi Digital) Dan Market Orientation (Orientasi Pasar) Di Era Pandemi Covid 19 (Studi Pada Pelaku Ukm Kreatif Di Kota Batu). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh digital readiness terhadap sales performance yang dimediasi oleh digital adoption dan market orientation. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian explanatory research (penelitian penjelasan). Penelitian ini dibuat untuk menjelaskan hubungan secara kasual antara variabel digital readiness, sales performance, digital adoption, dan market orientation. Pengumpulan data pada penelitian ini menggunakan skala likert yang dibagikan kepada 150 subjek. Teknik sampling yang digunakan dalam penelitian ini adalah non probability sampling dengan jenis purposive sampling. Terdapat dua tahapan analisis yang dilakukan dalam penelitian kali ini yaitu analisis deskriptif dan analisis jalur (path analysis) dan sobel test. Berdasarkan hasil pengujian analisis regresi sederhana dapat diketahui bahwa terdapat pengaruh positif yang signifikan antara digital readiness terhadap sales performance. Hasil dari path analysis yang dilakukan menunjukkan bahwa terdapat pengaruh positif antara digital readiness terhadap sales performance melalui digital adoption dan market orientation sebagai variabel mediasi
English Abstract
This study aims to determine how the effect of digital readiness on sales performance mediated by digital adoption and market orientation. The type of research used in this research is explanatory research (explanatory research). This study was made to explain the casual relationship between digital readiness, sales performance, digital adoption, and market orientation variables. Data collection in this study used a Likert scale which was distributed to 150 subjects. The sampling technique used in this study is non-probability sampling with purposive sampling type. There are two stages of analysis carried out in this study, namely descriptive analysis and path analysis and Sobel test. Based on the results of simple regression analysis, it can be seen that there is a significant positive effect between digital readiness and sales performance. The results of the path analysis conducted indicate that there is a positive influence between digital readiness on sales performance through digital adoption and market orientation as a mediating variable.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0422030004 |
| Uncontrolled Keywords: | Digital Readiness, Sales Performance, Digital Adoption, Market Orirntation, Path Analysis, Purposive SamplingDigital Readiness, Sales performance, digital adoption, market orientation, path analysis, purposive sampling |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Samuri |
| Date Deposited: | 20 Mar 2023 02:58 |
| Last Modified: | 20 Mar 2023 02:58 |
| URI: | http://repository.ub.ac.id/id/eprint/197707 |
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