BUSINESS SUSTAINABILITY MODEL THROUGH BUSINESS PERFORMANCE AND ADAPTIVE CULTURAL at MSMEs BUNGO REGENCY INDONESIA
The Covid-19 pandemic has affected nearly two-thirds of activities in micro and small businesses, a decline of about 20%. In Indonesia, the impact of the pandemic decreased sales turnover by 30%, but in Bungo Regency there was an anomaly to the growth of MSMEs almost 300% from before. This research aims to determine and measure the direct and indirect influence of variable relationships on business sustainability, business performance, Adaptive Culture, Innovation, Digital Marketing and Manager Behaviour. The number of samples that meet the criteria in this study is 428 units of MSMEs selected by Purposive sampling and then the data is tested using SEM PLS. The results of data processing from ten direct influence hypotheses submitted was accepted. Meanwhile, seven indirect influence hypotheses proposed, five hypotheses are acceptable while two of them are rejected. This research has been able to empirically prove the direct influence of Adaptive Culture with Business Sustainability but adaptive culture has not been able to mediate for the influence of innovation and digital marketing on business sustainability. The study also examined the influence of Innovation on Adaptive Culture with negative and significant results.
sustainability, business, performance, adaptive culture.