Kapabilitas Digital Marketing Sebagai Mediator Pengaruh Manajemen SDM Terhadap Kinerja UMKM Kuliner

Henny Risnawati; Mulyadi Nursi; Atik Budi Paryanti

doi:10.47709/jebma.v6i1.8092

Authors

Henny Risnawati Institut Bisnis dan Komunikasi Swadaya
Mulyadi Nursi Institut Bisnis dan Komunikasi Swadaya
Atik Budi Paryanti Institut Bisnis dan Komunikasi Swadaya

DOI:

https://doi.org/10.47709/jebma.v6i1.8092

Abstract

Penelitian ini bertujuan menganalisis peran kapabilitas digital marketing dalam memediasi pengaruh praktik manajemen sumber daya manusia (SDM) terhadap kinerja UMKM sektor kuliner di wilayah Jabodetabek. Penelitian menggunakan pendekatan kuantitatif dengan desain explanatory research. Data dikumpulkan dari 135 pelaku UMKM kuliner selama Oktober–Desember 2025 dan dianalisis menggunakan Structural Equation Modeling–Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa praktik manajemen SDM berpengaruh positif dan signifikan terhadap kapabilitas digital marketing (? = 0,64; p < 0,001). Kapabilitas digital marketing berpengaruh signifikan terhadap kinerja UMKM (? = 0,58; p < 0,001). Praktik manajemen SDM juga berpengaruh langsung terhadap kinerja UMKM (? = 0,29; p < 0,01). Uji mediasi menunjukkan bahwa kapabilitas digital marketing berperan sebagai mediator parsial. Temuan ini menegaskan bahwa peningkatan kinerja UMKM sektor kuliner memerlukan integrasi penguatan praktik manajemen SDM dan pengembangan kapabilitas pemasaran digital secara simultan.

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