Digital Analytics Capabilities, Business Model Transformation, and Organizational Agility in Digital Business: Kemampuan Analitik Digital, Transformasi Model Bisnis, dan Kelincahan Organisasi dalam Bisnis Digital

Ryan Saputra Alam; Salahuddin  Alam

doi:10.34306/abdi.v7i2.1688

Penulis

Ryan Saputra Alam STIE Mulia Pratama Author https://orcid.org/0009-0007-0769-2002
Salahuddin Alam Universitas Hasanuddin Author

DOI:

https://doi.org/10.34306/abdi.v7i2.1688

Kata Kunci:

Digital Analytics Capability, Business Model Transformation, Organizational Agility, Business Model Innovation, Dynamic Capabilities

Abstrak

Latar Belakang: Perkembangan teknologi digital mendorong organisasi untuk meningkatkan kemampuan dalam mengolah data dan menyesuaikan model bisnis secara cepat terhadap perubahan lingkungan. Objek: Penelitian ini menganalisis hubungan antara kapabilitas analitik digital, transformasi model bisnis, dan ketangkasan organisasi dalam menghadapi dinamika pasar dan perubahan teknologi. Metode: Penelitian menggunakan pendekatan kuantitatif dengan survei terhadap pelaku organisasi yang telah memanfaatkan teknologi digital dalam aktivitas bisnisnya. Data dianalisis menggunakan Structural Equation Modeling berbasis Partial Least Squares untuk menguji pengaruh kapabilitas analitik digital terhadap transformasi model bisnis serta kontribusinya terhadap ketangkasan organisasi. Hasil: Penelitian menunjukkan bahwa kapabilitas analitik digital berperan dalam memperkuat kemampuan organisasi mengidentifikasi perubahan, menginterpretasikan informasi bisnis, dan mendukung pengambilan keputusan berbasis data. Transformasi model bisnis juga berperan sebagai mekanisme strategis yang menghubungkan pemanfaatan kemampuan analitik dengan peningkatan ketangkasan organisasi, terutama melalui penyesuaian proses bisnis, proposisi nilai, dan konfigurasi sumber daya. Kesimpulan: Temuan penelitian menegaskan bahwa pengembangan kapabilitas analitik digital tidak hanya berfungsi sebagai instrumen pendukung keputusan, tetapi juga menjadi fondasi strategis bagi transformasi model bisnis dan peningkatan ketangkasan organisasi. Penelitian ini memberikan implikasi bagi organisasi untuk mengintegrasikan analitik digital dengan inovasi model bisnis agar mampu merespons perubahan pasar secara lebih cepat, fleksibel, dan berkelanjutan.

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