Reorientasi Strategis dalam Ketidakpastian: Peran Mediasi Orientasi Profitabilitas dalam Membangun Ketahanan UMKM

Asriyani Amrullah; Mildayanti Mildayanti; Dwiyanti Dwiyanti; Sudarmi Sudarmi

doi:10.55338/jeama.v5i1.767

Authors

Asriyani Amrullah Universitas Negeri Makassar
Mildayanti Mildayanti Universitas Negeri Makassar
Dwiyanti Dwiyanti Universitas Negeri Makassar
Sudarmi Sudarmi Universitas Negeri Makassar

DOI:

https://doi.org/10.55338/jeama.v5i1.767

Keywords:

Kapabilitas Dinamis, Disiplin Margin, Krisis Ekonomi, Perilaku Konsumen, Strategi Adaptif

Abstract

Penelitian ini bertujuan menganalisis mekanisme transformasi UMKM dari fokus pertumbuhan menuju profitabilitas untuk membangun ketahanan di tengah tekanan ekonomi. Menggunakan desain kuantitatif dengan sampel 152 UMKM sektor konsumen di Indonesia, data dianalisis menggunakan PLS-SEM. Hasil menunjukkan tekanan ekonomi secara signifikan mendorong orientasi profitabilitas (β = 0,38; p < 0,001) yang memediasi penuh hubungan terhadap ketahanan (β = 0,18). Pergeseran perilaku konsumen terbukti memperkuat reorientasi ini (β = 0,17). Ketahanan bukan respons otomatis, melainkan hasil rekonfigurasi sumber daya yang disengaja melalui disiplin margin dan efisiensi. Penelitian ini bertujuan menganalisis bagaimana tekanan ekonomi memengaruhi ketahanan UMKM melalui mekanisme reorientasi strategis berbasis profitabilitas. Studi ini didasarkan pada Resource-Based View (RBV) dan logika trade-off pertumbuhan–profitabilitas. Data dikumpulkan dari 152 UMKM sektor konsumen di Indonesia menggunakan survei terstruktur dan dianalisis dengan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil menunjukkan bahwa tekanan ekonomi berpengaruh signifikan terhadap orientasi profitabilitas ( β = 0,38; p < 0,001), yang selanjutnya berpengaruh signifikan terhadap ketahanan (β = 0,47; p < 0,001). Orientasi profitabilitas terbukti memediasi secara penuh hubungan antara tekanan ekonomi dan ketahanan (β tidak langsung = 0,18; CI [0,11–0,27]). Selain itu, pergeseran perilaku konsumen memperkuat hubungan antara tekanan ekonomi dan orientasi profitabilitas (β = 0,17; p < 0,01). Temuan ini menunjukkan bahwa ketahanan UMKM tidak terbentuk secara langsung dari tekanan eksternal, melainkan melalui transformasi strategis yang berorientasi pada profitabilitas. Implikasi penelitian menekankan pentingnya penguatan kapabilitas manajerial UMKM dalam pengelolaan profitabilitas untuk menghadapi ketidakpastian ekonomi.

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