ANALISIS KOMPETENSI PROFESI DAN INOVASI PRODUK TERHADAP KINERJA BISNIS DIMEDIASI DIGITAL MARKETING PADA INDUSTRI FOTOGRAFI

IRWAN SUSANTO, . (2025) ANALISIS KOMPETENSI PROFESI DAN INOVASI PRODUK TERHADAP KINERJA BISNIS DIMEDIASI DIGITAL MARKETING PADA INDUSTRI FOTOGRAFI. Magister thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kompetensi profesi dan inovasi produk terhadap kinerja bisnis, serta peran mediasi digital marketing pada industri fotografi. Objek penelitian adalah pelaku usaha fotografi yang tergabung dalam Himpunan Pengusaha Dokumentasi Indonesia (HIPDI) di Kota Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, melibatkan 180 responden, dan dianalisis menggunakan teknik Structural Equation Modeling Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa kompetensi profesi berpengaruh signifikan terhadap kinerja bisnis, baik secara langsung maupun melalui digital marketing sebagai variabel mediasi. Inovasi produk juga berpengaruh signifikan terhadap kinerja bisnis, dengan digital marketing berperan sebagai mediator parsial. Digital marketing memiliki pengaruh signifikan terhadap peningkatan kinerja bisnis, meskipun dengan tingkat pengaruh yang lebih rendah dibandingkan kompetensi profesi dan inovasi produk. Mediasi digital marketing bersifat complementary mediation, artinya pengaruh langsung dan tidak langsung saling melengkapi. Temuan ini mengindikasikan bahwa penguatan kompetensi profesi, peningkatan inovasi produk, dan optimalisasi digital marketing secara bersama-sama mampu meningkatkan daya saing dan kinerja bisnis fotografer, khususnya dalam menghadapi tantangan pasar digital. Penelitian ini memberikan implikasi teoritis terkait peran penting sumber daya manusia dan teknologi digital dalam industri kreatif, serta implikasi praktis bagi UMKM fotografi dalam strategi pengembangan bisnis berkelanjutan. ***** This study aims to analyze the influence of professional competence and product innovation on business performance, as well as the mediating role of digital marketing in the photography industry. The research subjects were photography entrepreneurs who are members of the Indonesian Documentation Entrepreneurs Association (HIPDI) in Jakarta. This study used a quantitative approach with a survey method, involving 180 respondents, and was analyzed using the Structural Equation Modeling Partial Least Square (SEM-PLS) technique. The results showed that professional competence significantly influenced business performance, both directly and through digital marketing as a mediating variable. Product innovation also significantly influenced business performance, with digital marketing acting as a partial mediator. Digital marketing had a significant influence on improving business performance, although with a lower level of influence compared to professional competence and product innovation. Digital marketing mediation is complementary mediation, meaning that direct and indirect influences complement each other. These findings indicate that strengthening professional competence, increasing product innovation, and optimizing digital marketing can simultaneously improve the competitiveness and business performance of photographers, especially in facing the challenges of the digital market. This research provides theoretical implications regarding the critical role of human resources and digital technology in the creative industry, as well as practical implications for photography MSMEs in developing sustainable business strategies.

Item Type:	Thesis (Magister)
Additional Information:	1). Dr. Agung Wahyu Handaru, S.T.,M.M. ; 2). Dr. Indra Pahala, M.Si.
Subjects:	Manajemen > Manajemen , Business
Divisions:	FE > S2 Manajemen
Depositing User:	IRWAN SUSANTO .
Date Deposited:	20 Aug 2025 06:32
Last Modified:	20 Aug 2025 06:32
URI:	http://repository.unj.ac.id/id/eprint/61007

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