E-BUSINESS AS A MILESTONE IN BATIK BUSINESS REVIVAL

Abstract

This study aimed to examine the influence of Market Orientation and Social Entrepreneurial Orientation on e-business adoption and sales performance within the batik industry. A descriptive quantitative approach was employed, wherein numerical and statistical data were collected and analysed to investigate the relationships among the variables under consideration. Data were gathered through a survey of 377 batik business owners and analysed using Structural Equation Modelling (SEM). The findings demonstrate that e-business adoption within the batik industry is positively associated with both Market Orientation and Social Entrepreneurial Orientation. Moreover, the implementation of e-business significantly enhances the overall performance of batik enterprises. These results offer valuable insights for both governmental bodies and industry stakeholders, illustrating how the adoption of e-business can serve as a strategic imperative for both modern and traditional enterprises.  Furthermore, the study reveals that the ambidextrous sales performance of a firm benefits substantially from the combined influence of Market Orientation, Social Entrepreneurial Orientation, and e-business adoption. Future research is encouraged to incorporate additional variables that may influence company performance but were not addressed in the current study. Alternatively, researchers may consider employing different methodological approaches or investigating novel moderating variables that offer unique insights within the industry.