Pengaruh Adaptasi Teknologi AI dan Green Marketing terhadap Keberlanjutan Start-up di Kota Surabaya pada Era Transformasi Digital 5.0
DOI:
https://doi.org/10.32528/ektasi.v2i3.3144Keywords:
Adaptasi Teknologi Artificial Intelligence, Green Marketing, Keberlanjutan Start-up di Kota SurabayaAbstract
Perkembangan era Transformasi Digital 5.0 mendorong Start-up untuk tidak hanya mengadopsi teknologi terkini, tetapi juga menerapkan prinsip keberlanjutan dalam model bisnis mereka. Adaptasi teknologi Artificial Intelligence dan penerapan Green Marketing menjadi dua strategi utama yang berpotensi meningkatkan keberlanjutan usaha di tengah perubahan perilaku konsumen dan kompetisi pasar yang semakin ketat. Penelitian ini bertujuan untuk menganalisis pengaruh adaptasi teknologi Artificial Intelligence dan Green Marketing terhadap keberlanjutan Start-up di Kota Surabaya. Metode penelitian yang digunakan adalah metode kuantitatif deskriptif dengan pendekatan survei, menggunakan kuesioner skala Likert 1–5 kepada 75 responden yang merupakan pengelola Start-up di Surabaya. Data yang diperoleh dianalisis menggunakan perangkat lunak SPSS versi 27. Hasil penelitian menunjukkan bahwa adaptasi teknologi Artificial Intelligence dan penerapan Green Marketing secara parsial maupun simultan berpengaruh positif dan signifikan terhadap keberlanjutan Start-up. Temuan ini memperkuat bahwa kombinasi inovasi teknologi dan strategi keberlanjutan menjadi faktor kunci dalam memperkuat daya saing dan pertumbuhan usaha di era digital modern.
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