STRATEGIC CHOICE OF CONSUMER PACKAGED GOODS COMPANY TO MAXIMIZE E-BUSINESS FIRM PERFORMANCE: A ROLE OF E-COMMERCE ENABLER AS COLLABORATION

Abstract

A company's performance can result in high and long-term profits, offering employment possibilities and increasing individual income. According to several studies, the role of the e-commerce facilitator in maximizing the relationship's potential to improve business performance only requires a few criteria. Thus, this study aims to discover if there is a connection between business process agility, digital business adoption, innovation capabilities, and E-Business Firm Performance, as mediated by e-commerce enabler collaboration. The descriptive quantitative research design and census method were used to obtain data for this study. The general managers of 105 Consumer-Packaged Goods (CPG) companies based in Indonesia were sampled. Questionnaires were used to collect data, which was then analyzed using a structural Equation Model (PLS-SEM) technique. This study indicated that business process agility and innovation capability had a considerable favorable effect on the performance of E-Business firms. The outcomes of this study are crucial for businesses that must enhance their performance, such as optimizing the growth of the digital economy through e-commerce.