Generation X Women Smes: Motivational Mediation Between Digital Competence, Cultural Change, And Business Performance

Abstract

This study aims to analyze the influence of digital culture transformation and digital competence on the performance of Generation X female MSMEs with entrepreneurial motivation as a mediating variable. The methodology used is a quantitative survey with a structural analysis approach using Partial Least Squares Structural Equation Modeling (PLS-SEM). The research sample consisted of Generation X female MSMEs in certain regions selected by purposive sampling. The results of the study show that digital culture transformation and digital competence have a significant positive effect on entrepreneurial motivation, but the direct influence of both on the performance of MSMEs is not significant. Entrepreneurial motivation has proven to be a significant mediator that connects digital culture transformation and digital competence with improving the performance of women's MSMEs. The novelty of this study lies in the integration of these three variables in one research model that combines aspects of culture, digital skills, and motivation in the context of gender and generation, especially Generation X women, who have received less attention. This research also adds a new understanding of the role of entrepreneurial motivation as the main driver in realizing the success of digital transformation for women MSMEs. Limitations of the study include the use of cross-sectional data that do not describe the dynamics of change over time, as well as samples that are limited to specific regions so that the results cannot be generalized widely. Further research is recommended using longitudinal design and expanding the scope of the sample.