ANALISA POTENSI PROFITABILITAS DALAM ADOPSI INOVASI DAN TEKNOLOGI DI MASA PANDEMI COVID-19

Penulis

  • Soraya Lestari
  • Marniati Marniati
  • Cut Dian

DOI:

https://doi.org/10.33143/jics.v8i2.3377

Abstrak

Abstrak-Pandemi Covid-19 telah memporak-porandakan aspek kesehatan dan dampak perekonomian yang terpuruk. Pemerintah sedang mengalami kesulitan perekonomian pada tahun 2020, khususnya bagi UMKM (Usaha Mikro, Kecil, dan Menengah). Banyak di antara mereka yang tidak mampu membayar utangnya kepada pihak ketiga, apalagi mengharapkan keuntungan. Sayangnya, karena UMKM merupakan ujung tombak perekonomian masyarakat, khususnya di pedesaan. Dalam kondisi seperti ini, kemampuan inovasi terhadap produk lebih penting dilakukan, untuk memenuhi permintaan pasar. Kemampuan pemasaran dengan menggunakan teknologi digital juga dapat membantu pemasaran yang lebih luas dengan harga yang kompetitif. Tujuan penelitian ini adalah untuk melihat pengaruh terhadap profitabilitas UMKM pada masa pandemi Covid-19, dengan variabel kapabilitas inovasi dan teknologi digital sebagai variabel independen. Metode yang digunakan adalah mengerjakan kuesioner dan menguji hipotesis dengan menggunakan uji asumsi dan regresi linier berganda. Hasil penelitian menunjukkan bahwa secara parsial kapabilitas inovasi berpengaruh terhadap profitabilitas UMKM. UMKM yang berinovasi menciptakan produk yang dibutuhkan di masa pandemi memiliki profitabilitas yang tinggi. Teknologi digital tidak berpengaruh terhadap profitabilitas UMKM. Hal ini terjadi karena masyarakat biasanya tidak menggunakan teknologi keuangan dan kurang percaya pada pasar. Secara simultan kemampuan inovasi dan teknologi mempengaruhi UMKM.

Kata Kunci: Kemampuan Inovasi, Teknologi Digital, Profitabilitas UMKM, Pandemi Covid-19

Abstract-The Covid-19 pandemic has devastated aspects of health and impacted the economy. The government is experiencing economic difficulties in 2020, especially for MSMEs (Micro, Small and Medium Enterprises). Many of them are unable to pay their debts to third parties, let alone expect a profit. Unfortunately, because MSMEs are the spearhead of the community's economy, especially in rural areas. In conditions like this, the ability to innovate products is more important to meet market demand. Marketing capabilities using digital technology can also help wider marketing at competitive prices. The aim of this research is to see the influence on the profitability of MSMEs during the Covid-19 pandemic, with innovation capability and digital technology variables as independent variables. The method used is to complete a questionnaire and test hypotheses using assumption tests and multiple linear regression. The research results show that innovation capability partially influences the profitability of MSMEs. MSMEs that innovate to create products needed during the pandemic have high profitability. Digital technology has no effect on the profitability of MSMEs. This happens because people usually do not use financial technology and lack trust in the market. Simultaneously, innovation and technology capabilities influence MSMEs.

Keywords: Innovation Capability, Digital Technology, MSME Profitability, Covid-19 Pandemic

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Vol 8 No 2 (2022): OKTOBER 2022

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