The Impact of Digital Technology Usage and Innovative Creativity on the Sustainability of SMEs
Keywords:
Digital Technology; Innovative Creativity; Sustainability; Competitiveness; Operational EffieciencyAbstract
This study aims to analyze the impact of digital technology (X1) and innovative creativity (X2) on the sustainability of small and medium enterprises (SMEs) (Purba 2024)(Y). Digital technology is considered to play an important role in improving operational efficiency, expanding market reach, and strengthening business competitiveness. Meanwhile, innovative creativity is a key factor in creating added value for products and adapting to the ever-changing market dynamics(Nazara et al., 2024). The research method used involves a quantitative approach using questionnaires for data collection with a Likert scale. Respondents were selected through purposive sampling, focusing on SMEs players in Palu City. Multiple linear regression analysis data were analyzed using SPSS. This study used a sampling technique, namely purposive sampling, because the selected respondents had to meet specific criteria, namely MSME actors who utilized digital technology and applied innovative creativity in their business activities. The results showed that variable X1 and variable X2 were related, where the use of digital technology (X1) and innovative creativity (X2) affected MSME sustainability (Y). The results of the study showed that X1 and X2 explained 78.8% of the variation in MSME sustainability, while only 21.2% was influenced by other factors outside the model.
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