HERITAGE BRAND IDENTITY DAN DIGITAL TECHNOLOGY ADOPTION TERHADAP BUSINESS SUSTAINABILITY: PERAN MEDIASI CUSTOMER EXPERIENCE DAN DIGITAL MARKETING AGILITY
DOI:
https://doi.org/10.24843/EJMUNUD.2026.v15.i11.%25xKeywords:
business sustainability; customer experience; digital marketing agility; digital technology adoption; heritage brand identityAbstract
Penelitian ini bertujuan menganalisis pengaruh Heritage Brand Identity (HBI) dan Digital Technology Adoption (DTA) terhadap Business Sustainability (BS) UKM Batik di Jawa Barat, dengan Customer Experience (CE) dan Digital Marketing Agility (DMA) sebagai mediator, guna menjawab kebutuhan UKM Batik menjaga autentisitas budaya sekaligus daya saing digital. Data dikumpulkan dari 413 pemilik, pengelola, dan pengrajin UKM Batik melalui kuesioner terstruktur, dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan SmartPLS 4. Model pengukuran menunjukkan validitas dan reliabilitas memadai (AVE = 0,686–0,816; HTMT < 0,85; Cronbach's alpha = 0,854–0,962; CR = 0,909–0,969). HBI dan DTA berpengaruh positif signifikan terhadap BS (β = 0,568 dan β = 0,609), dengan CE dan DMA memediasi secara parsial kedua hubungan tersebut; efek tidak langsung terkuat pada jalur DTA–DMA–BS (β = 0,177). Model menjelaskan 79,6 persen variasi BS. Temuan ini berkontribusi teoretis pada literatur manajemen merek warisan dan transformasi digital UKM, serta menegaskan pentingnya integrasi identitas warisan budaya, adopsi teknologi digital, pengalaman pelanggan, dan kelincahan pemasaran digital bagi keberlanjutan UKM Batik.
This study examines the effects of Heritage Brand Identity (HBI) and Digital Technology Adoption (DTA) on Business Sustainability (BS) among Batik SMEs in West Java, Indonesia, with Customer Experience (CE) and Digital Marketing Agility (DMA) as mediators. Data were collected from 413 Batik SME owners, managers, and artisans through structured questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The measurement model demonstrated adequate validity and reliability (AVE = 0.686–0.816; HTMT < 0.85; Cronbach's alpha = 0.854–0.962; CR = 0.909–0.969). HBI and DTA positively and significantly affect BS (β = 0.568 and β = 0.609), with CE and DMA partially mediating both relationships. The strongest indirect effect was found in the DTA–DMA–BS path (β = 0.177), and the model explains 79.6 percent of the variance in BS. These findings contribute to heritage brand management and SME digital transformation literature, highlighting the importance of integrating cultural heritage identity and digital capabilities for Batik SME sustainability.
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