The Role of Digital Literacy, Creativity and Innovation in Increasing Business Group Productivity Increasing Family Income-Empowerment and Welfare of Tornado Families, Jambi City

Abstract

The purpose of this study was to determine the role of digital literacy, creativity, and innovation in increasing productivity among MSME traders who are members of the UP2PKK Beliung Group in Jambi City. The analysis tool used was PLS analysis. The results of the study showed that digital literacy, creativity, and innovation each had a positive and significant effect on the productivity of MSME traders in the UP2PKK Beliung Group in Jambi City. This means that the higher the level of digital literacy, creativity, and innovation possessed and implemented by traders, the higher the business productivity they achieve. Based on the results of the study, it is recommended that: (1) these findings be used as a reference in developing entrepreneurship theory, especially regarding the role of digital literacy, creativity, and innovation in increasing MSME productivity, and encourage further research that integrates other variables such as leadership, motivation, and access to financing; (2) further studies are conducted involving MSMEs from different regions or business sectors, as well as a qualitative approach to deeply understand the process of developing creativity and innovation; and (3) longitudinal research is conducted to observe the long-term impact of increasing digital literacy, creativity, and innovation on business productivity in a sustainable manner.