OPTIMIZING THE ADDED VALUE OF MSMEs THROUGH THE ADOPTION OF THE DIGITAL ECONOMY IN THE CITY OF SAMARINDA: THE VALUE ADDED MODEL APPROACH FROM THE PERSPECTIVE OF INNOVATION AND CREATIVITY
OPTIMALISASI NILAI TAMBAH UMKM MELALUI ADOPSI EKONOMI DIGITAL DI KOTA SAMARINDA: PENDEKATAN VALUE ADDED MODEL DALAM PERSPEKTIF INOVASI DAN KREATIVITAS
DOI:
https://doi.org/10.54902/ee1snv45Keywords:
Creativity, Digital Economy, Technology Adoption, Innovation, MSMEsAbstract
The transformation of the digital economy has become an important strategy in enhancing the competitiveness of Micro, Small, and Medium Enterprises (MSMEs) amid economic dynamics and shifts in consumer behavior. However, the adoption of the digital economy by MSMEs still faces various challenges, particularly related to innovative factors, perceptions, and the creation of sustainable added value. This study aims to analyze the influence of creativity, innovation, perceived benefits, and perceived ease of use on the digital economy adoption by MSMEs, as well as the impact of such adoption on the performance of MSMEs in Samarinda City. This study employs a quantitative approach using a survey method directed at MSME actors, analyzed through a structural model to examine direct and indirect relationships between variables. The study's conceptual framework integrates the Diffusion of Innovation Theory, Technology Acceptance Model, and Value Added Model to explain the mechanisms of adoption and the creation of economic value. The results indicate that creativity, innovation, perceived benefits, and perceived ease of use significantly influence the adoption of digital economy practices by MSMEs. Furthermore, the adoption of the digital economy has been proven to have a positive and significant impact on the performance of SMEs, as well as acting as a mediating variable that bridges the influence of adoption determinant factors on business performance. These findings confirm that digital economy adoption not only functions as a technological tool but also as a strategic mechanism in creating added value and enhancing SME competitiveness. This study provides theoretical contributions through the development of an integrated SME digital economy adoption model, as well as practical contributions for the formulation of policies and SME assistance strategies in facing the digital economic transformation, particularly in the buffer zones of the Nusantara Capital Region.
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