Kapabilitas Integrasi Data sebagai Mekanisme Penghubung antara Adopsi Teknologi Digital dan Kinerja Omnichannel: Pendekatan PLS-SEM Berbasis Data Sintetis
Kata Kunci:
Adopsi Teknologi Digital, Kapabilitas Integrasi Data, Kinerja Omnichannel, Dynamic Capabilities, PLS-SEMAbstrak
Transformasi digital mendorong perusahaan ritel mengintegrasikan kanal fisik dan digital dalam strategi omnichannel, tetapi
adopsi teknologi belum sepenuhnya menjelaskan bagaimana sumber daya digital diterjemahkan menjadi kinerja lintas kanal.
Penelitian ini bertujuan menganalisis hubungan antara adopsi teknologi digital, kapabilitas integrasi data, dan kinerja
omnichannel, serta menguji peran mediasi kapabilitas integrasi data dan moderasi ukuran usaha. Penelitian menggunakan
pendekatan kuantitatif eksplanatori berbasis simulasi dengan 220 observasi sintetis. Analisis dilakukan menggunakan Partial
Least Squares Structural Equation Modeling (PLS-SEM) melalui evaluasi model pengukuran, model struktural, dan
bootstrapping 5.000 subsampel. Hasil menunjukkan bahwa adopsi teknologi digital berhubungan positif dengan kinerja
omnichannel (β = 0,274; p < 0,001) dan kapabilitas integrasi data (β = 0,356; p < 0,001). Kapabilitas integrasi data juga
berhubungan positif dengan kinerja omnichannel (β = 0,349; p < 0,001). Efek tidak langsung melalui kapabilitas integrasi data
signifikan (β = 0,124; p < 0,001), sehingga menunjukkan mediasi parsial. Sebaliknya, ukuran usaha tidak memoderasi hubungan
adopsi teknologi digital dan kapabilitas integrasi data secara signifikan (β = 0,056; p = 0,348). Temuan simulasi mendukung
peran kapabilitas integrasi data sebagai mekanisme organisasi dalam model, tetapi tetap memerlukan validasi menggunakan
data empiris perusahaan ritel aktual. Hasil ini konsisten dengan perspektif Dynamic Capabilities yang mendasari model
penelitian utama.
Unduhan
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