The Influence of Digital Literacy, Marketing Creativity, and Supply Chain Management on the Sustainability of Tofu Business in Purwodadi Dalam Village

Abstract

This study aims to determine the influence of digital literacy, marketing creativity, and supply chain management on the sustainability of tofu businesses in Purwodadi Dalam Village. Technological changes and increasingly competitive business environments require MSMEs to utilize digital technology, innovate in marketing, and effectively manage supply chains to ensure their businesses survive and thrive. The study employed a quantitative approach with a survey method, distributing questionnaires to 50 tofu business owners who were selected as respondents. Data analysis techniques were performed using SPSS 29, including validity and reliability tests, multiple linear regression, t-tests, F-tests, and coefficients of determination. The results of the study indicate that digital literacy and marketing creativity have a positive and significant effect on the sustainability of tofu businesses. Supply chain management does not show a significant effect on the sustainability of tofu businesses. Simultaneously, these three variables have a significant influence on business sustainability, with an Adjusted R Square value of 0.650, indicating that supply chain management, marketing creativity, and digital literacy contribute 65% to business sustainability. Other factors influenced by this study are not included here. This study implies that improving digital capabilities and marketing creativity are important factors in maintaining the sustainability of tofu businesses. In addition, support is needed in the form of training, business mentoring, and strengthening the supply chain system so that MSMEs can increase competitiveness and maintain business sustainability in the digital era.