The Passage to Success Soft Skills, Market Orientation Dan Digital Literacy in Supporting Business Sustainability of Food and Beverage Micro Small and Medium Enterprises in Surabaya

Tony Susilo Wibowo and Noerchoidah
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Tony Susilo Wibowo: Universitas PGRI Adi Buana Surabaya.
Noerchoidah: Universitas PGRI Adi Buana Surabaya

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 12, 3055-3062

Abstract: The role of MSMEs in driving the post-pandemic economy at the national and provincial levels is quite significant. Surabaya City Government strongly supports the development of MSMEs by providing facilities and guidance, such as places to sell at culinary tourism centres and various skill development programs for MSME business actors to improve competencies and soft skills that support business sustainability. This study aims to determine the role of soft skills, market orientation, and digital literacy in supporting the sustainability of food and beverage MSME businesses in Surabaya City. The sample was taken using a saturated sample technique aimed at MSMEs that run their businesses in the culinary tourism center as many as 80 MSMEs. Data was obtained by instruments filled in via google form and manually filling out the questionnaire directly. Furthermore, it was analyzed using multiple linear regression, which previously carried out a data feasibility test. Descriptively, it was found that the majority of MSME players were women with the latest Bachelor’s education, and the results of regression analysis found that soft skills, market orientation, and digital literacy positively played a role in supporting the sustainability of food and beverage MSME businesses in Surabaya City. In line with the results of the study, it is recommended that food and beverage MSME players should further improve their soft skills and have insight into digital literacy so that they can keep up with technological developments, as well as market orientation that must always be present in MSME players in supporting business sustainability.

Date: 2024
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