PENGARUH LITERASI DIGITAL DAN KEMAMPUAN KOMUNIKASI TERHADAP KEBERLANJUTAN USAHA MELALUI INOVASI PEMASARAN SEBAGAI VARIABEL MEDIASI PADA UMKM KULINER DI KABUPATEN PONOROGO

This study aims to analyze the influence of digital literacy and communication skills on business sustainability with marketing innovation as a mediating variable in culinary MSMEs in Ponorogo Regency. A quantitative approach with a survey method was used in this study, involving 125 respondents who owned culinary MSMEs who were selected using purposive sampling techniques. Primary data was collected through a questionnaire with a Likert scale of 1-10 and analyzed using the Structural Equation Modeling (SEM) method based on Partial Least Squares (PLS) with the help of SmartPLS 4 software. The results of the study showed that digital literacy has a positive and significant effect on marketing innovation and business sustainability. Communication skills have a strong positive and significant influence on marketing innovation, but do not have a significant direct influence on business sustainability. Furthermore, marketing innovation is proven to significantly mediate the influence of digital literacy and communication ability on the sustainability of culinary businesses. These findings affirm the importance of marketing innovation as a strategic bridge in transforming internal capabilities (digital and communication) into long-term business sustainability.