Pengembangan Model Implementasi Social Customer Relationship Management Berbasis Fit–Viability Model Untuk Meningkatkan Kinerja UMKM Sektor Makanan Dan Minuman

Zain, Muhammad Robikhul Zaki (2026) Pengembangan Model Implementasi Social Customer Relationship Management Berbasis Fit–Viability Model Untuk Meningkatkan Kinerja UMKM Sektor Makanan Dan Minuman. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Transformasi digital mendorong UMKM sektor makanan dan minuman untuk mengimplementasikan s-CRM sebagai strategi dalam meningkatkan hubungan dengan pelanggan dan kinerja usaha. Implementasi s-CRM memerlukan kesesuaian teknologi dengan kebutuhan organisasi serta kesiapan sumber daya agar mampu memberikan manfaat secara optimal. Meskipun adopsi teknologi digital pada UMKM terus meningkat, keberhasilan implementasi s-CRM masih menunjukkan hasil yang beragam. Penelitian terdahulu belum sepenuhnya menjelaskan faktor-faktor yang memengaruhi keberhasilan implementasi s-CRM pada konteks UMKM Indonesia serta belum mempertimbangkan pengaruh intensitas persaingan digital sebagai kondisi yang dapat memengaruhi hubungan antar konstruk. Penelitian ini bertujuan mengembangkan model implementasi s-CRM berbasis Fit–Viability Model melalui penggantian konstruk IT/IS Knowledge of Employees menjadi Digital Manager Literacy, penggantian Governmental Support menjadi Government Digitalization Program, serta penambahan Digital Competition Intensity sebagai variabel moderasi untuk menjelaskan faktor-faktor yang memengaruhi kinerja UMKM sektor makanan dan minuman. Penelitian menggunakan pendekatan kuantitatif melalui survei terhadap 177 pelaku UMKM sektor makanan dan minuman di Pulau Jawa. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling untuk mengevaluasi model pengukuran, model struktural, serta menguji sembilan hipotesis penelitian. Hasil penelitian menunjukkan bahwa Network Externalities dan Digital Manager Literacy berpengaruh positif terhadap Fit, sedangkan Digital Manager Literacy juga berpengaruh positif terhadap Viability. Selain itu, Fit berpengaruh positif terhadap SME Performance, sedangkan Internal Financial Resources, Top Management Support, Government Digitalization Program, Viability, serta efek moderasi Digital Competition Intensity tidak menunjukkan pengaruh yang signifikan. Penelitian ini menghasilkan pengembangan model implementasi s-CRM yang lebih sesuai dengan karakteristik UMKM Indonesia serta memberikan rekomendasi bagi pelaku UMKM, penyedia teknologi, dan pemerintah untuk memprioritaskan peningkatan literasi digital pengelola dan kesesuaian implementasi teknologi dalam mendukung peningkatan kinerja UMKM.
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Digital transformation has encouraged food and beverage micro, small, and medium enterprises (MSMEs) to implement Social Customer Relationship Management (s-CRM) as a strategy to strengthen customer relationships and improve business performance. The successful implementation of s-CRM requires both technological fit with organizational needs and sufficient organizational readiness to generate optimal business value. Although the adoption of digital technologies among MSMEs continues to increase, the success of s-CRM implementation remains inconsistent. Previous studies have not comprehensively explained the factors influencing successful s-CRM implementation in the context of Indonesian MSMEs, particularly by considering digital competition intensity as a boundary condition affecting the relationships among constructs. This study aims to develop an s-CRM implementation model based on the Fit–Viability Model by replacing the IT/IS Knowledge of Employees construct with Digital Manager Literacy, replacing Governmental Support with Government Digitalization Program, and incorporating Digital Competition Intensity as a moderating variable to explain the determinants of business performance in food and beverage MSMEs. This study employed a quantitative approach using a survey of 177 food and beverage MSMEs located on Java Island, Indonesia. The collected data were analyzed using Partial Least Squares Structural Equation Modeling to evaluate the measurement model, structural model, and the proposed nine research hypotheses. The findings indicate that Network Externalities and Digital Manager Literacy have significant positive effects on Fit, while Digital Manager Literacy also positively influences Viability. Furthermore, Fit has a significant positive effect on SME Performance. In contrast, Internal Financial Resources, Top Management Support, Government Digitalization Program, Viability, and the moderating effect of Digital Competition Intensity do not show significant relationships. This study develops an s-CRM implementation model that is better suited to the characteristics of Indonesian MSMEs and provides strategic recommendations for MSME practitioners, technology providers, and policymakers to prioritize managers' digital literacy and technology fit in enhancing MSME performance.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Social Customer Relationship Management, Fit–Viability Model, Digital Manager Literacy, SME Performance, UMKM, PLS-SEM, Social Customer Relationship Management, Fit–Viability Model, Digital Manager Literacy, SME Performance, MSMEs, PLS-SEM
Subjects:	T Technology > T Technology (General) > T58.6 Management information systems
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis
Depositing User:	Muhammad Robikhul Zaki Zain
Date Deposited:	24 Jul 2026 07:14
Last Modified:	25 Jul 2026 07:16
URI:	http://repository.its.ac.id/id/eprint/137137

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