TRANSFORMASI DIGITAL DAN PERTUMBUHAN RITEL JAWA TIMUR: MEDIASI KAPABILITAS OMNICHANNEL

Ruswaji Ruswaji; Muhammad Imam syairozi; Danu Subandono

doi:10.30736/jpim.v10i1.2892

Authors

Ruswaji Ruswaji Universitas Islam Lamongan
Muhammad Imam syairozi Universitas Islam Lamongan
Danu Subandono Universitas Islam Lamongan

DOI:

https://doi.org/10.30736/jpim.v10i1.2892

Abstract

Artikel ini mengilustrasikan hubungan transformasi digital dan orientasi pasar dengan pertumbuhan usaha ritel melalui kapabilitas omnichannel pada konteks Jawa Timur. Sebanyak 300 respons sintetis dengan 17 indikator Likert lima poin dibangkitkan untuk keperluan pembelajaran. Pengujian menggunakan regresi atas skor komposit terstandar dan bootstrap 1.200 pengulangan sebagai pendekatan latihan menuju SEM-PLS. Dalam data simulasi, transformasi digital dan orientasi pasar berkorelasi positif dengan kapabilitas omnichannel; kapabilitas omnichannel juga berhubungan positif dengan pertumbuhan ritel. Pengaruh tidak langsung kedua variabel diuji menggunakan interval kepercayaan bootstrap. Nilai reliabilitas, validitas konvergen, validitas diskriminan, dan koefisien determinasi disajikan sebagai contoh interpretasi. Seluruh angka berasal dari data buatan, bukan survei usaha ritel Jawa Timur, dan tidak boleh diperlakukan sebagai bukti empiris atau hasil resmi perangkat lunak SmartPLS 4.

kata kunci: Transformasi digital; orientasi pasar; omnichannel; pertumbuhan ritel; SEM-PLS

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