The Interplay of Subjective Norms, Self-Efficacy, and Readiness to Change in Driving MSME Business Performance within Digital Transformation

Nurul Asfiah

doi:10.55927/fjst.v5i3.29

Authors

Nurul Asfiah Universitas Muhammadiyah Malang

DOI:

https://doi.org/10.55927/fjst.v5i3.29

Keywords:

Subjective Norms, Self-Efficacy, Readiness To Change, Digital Transformation, MSME Business Performance.

Abstract

This study examines the interplay of Subjective Norms, Self-Efficacy, and Readiness to Change in influencing MSME business performance within the context of digital transformation. The research aims to analyze how social influence and individual psychological factors drive the readiness of MSME actors to adapt to digital-based business practices and improve performance outcomes. A quantitative approach was employed using survey data collected from 150 MSME owners or managers in East Java who have adopted digital tools in their business operations. Data were gathered through structured questionnaires and analyzed using multiple linear regression. The findings indicate that subjective norms significantly enhance self-efficacy, which subsequently increases readiness to change and positively affects MSME business performance. These results highlight the importance of social support and personal capability in strengthening digital transformation strategies for MSMEs

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