Digital Leadership And Owners’ Entrepreneurial Orientation On The Performance Of Fashion SMEs: The Mediating Role Of Social Commerce Strategies
DOI:
https://doi.org/10.33751/jhss.v10i1.112Keywords:
digital leadership, entrepreneurial orientation, performance, social commerceAbstract
This study is motivated by the strategic role of fashion SMEs as a pillar of the national economy, which is currently facing the challenges of digitalisation, where their success is highly dependent on managerial capacity and technological adaptation, such as social commerce. The primary objective of this study is to analyse the influence of digital leadership and entrepreneurial orientation of owners on the performance of fashion SMEs, with social commerce strategy as the mediating variable. The research method employed is an explanatory quantitative approach using a cross-sectional design, where data was collected from fashion SME owners in Kebumen Regency via a questionnaire and analysed using Structural Equation Modelling (SEM-PLS). The targeted outputs of this study include a final report, research instruments, raw data, and a scientific article ready for publication in a journal or conference proceedings. This research falls within Technology Readiness Level (TRL) 2 to 3, which encompasses the formulation of technological concepts and proof of concept through field data analysis to validate the model of relationships between variables. The research findings indicate that digital leadership and entrepreneurial orientation have a positive and significant influence on social commerce strategies, which in turn are shown to significantly enhance the performance of SMEs. Furthermore, social commerce strategies successfully play a strong mediating role, demonstrating that the digital vision and risk-taking courage of business owners will have a maximum impact on business performance when implemented through appropriate, interactive, and customer-oriented social media strategies.
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