PREDIKSI KEBERHASILAN TRANSFORMASI DIGITAL PADA UKM
DOI:
https://doi.org/10.21927/ijubi.v8i1.5679Keywords:
Transformasi Digital, Peran Digital Marketing, Model TOE, Strategi Bisnis Digital, Adopsi Technopreneurship, Usaha Kecil MenengahAbstract
Industri 4.0 menuntut pelaku industri skala besar sampai kecil untuk mampu beradaptasi dengan percepatan teknologi. Transformasi digital terbukti berdampak signifikan terhadap kinerja industri, termasuk mempertahankan eksistensi UKM. Keberhasilan UKM dalam memanfaatkan teknologi terbukti mampu meningkatkan keuntungan dan efisiensi operasional. Pelaku UKM harus memastikan transformasi digital berhasil diterapkan. Prediksi transformasi digital memudahkan pelaku UKM untuk mengetahui tingkat keberhasilan usahanya dalam menerapkan transformasi digital, sehingga UKM dapat mengembangkan strategi inovasi mengoptimalkan teknologi digital untuk menjaga eksistensi, memperoleh keuntungan optimal, meningkatkan daya saing serta efisiensi operasional. Prediksi dilakukan dengan membandingkan ID3, C4.5 dan CART untuk menemukan rule dengan performance terbaik, yang paling efektif untuk memprediksi keberhasilan suatu UKM dalam menerapkan transformasi digital. Hasil menunjukkan ID3 memperoleh performance terbaik dengan akurasi 89.19% dan AUC 0.959. Atribut ATP menjadi root node pada seluruh pohon keputusan yang dihasilkan. Ini berarti variabel Peran Digital Marketing, Model TOE, Strategi Bisnis Digital, Adopsi technopreneurship mempunyai peranan besar atau dampak yang signifikan terhadap UKM dalam melaksanakan transformasi digital pada bisnisnya.
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