PENGARUH ORIENTASI KEWIRAUSAHAAN, INOVASI, DAN PEMANFAATAN TEKNOLOGI INFORMASI TERHADAP KINERJA BISNIS STARTUP DIGITAL DI PT. NobaAR

Abstract

This study aims to analyze and prove the influence of Entrepreneurial Orientation, Innovation, and Information Technology Utilization on the Business Performance of Digital Startups at PT. NobaAR. The "funding winter" phenomenon in 2024 and internal operational challenges provided the background for this study to strengthen the company's internal capabilities. The theoretical foundations used include Schumpeter's Theory for entrepreneurship and innovation variables, and the Technology Acceptance Model (TAM) for the information technology utilization variable. This study uses a quantitative approach with a causal-conclusive research type. The population in this study were all 53 employees of PT. NobaAR, where the sampling technique used saturated sampling or total sampling. Data were collected through structured questionnaires and analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) technique with the help of SmartPLS software. The results showed that: (1) Entrepreneurial Orientation has a positive and significant effect on Business Performance; (2) Innovation has a positive and significant effect on Business Performance ; and (3) Information Technology Utilization has a positive and significant effect on Business Performance. Information Technology Utilization was found to be the most dominant variable in influencing business performance at PT. NobaAR. Simultaneously, these three independent variables contributed 76.8% to the variability of the company's business performance, while the remainder was influenced by other factors outside this research model.