PENGEMBANGAN MODEL DIGITAL VALUE CHAIN KOMODITAS KELOR DI KABUPATEN KUPANG UNTUK NILAI TAMBAH DAN KEBERLANJUTAN USAHA SERTA IMPLIKASINYA BAGI PARIWISATA
DOI:
https://doi.org/10.61696/juparita.v4i3.1323Keywords:
Moringa, Digital Capability, Digital Value Chain, Value Added, Tourism Supply ChainsAbstract
Moringa may add value to Kupang Regency. Links between local products and tourism, culinary, or souvenir markets are plausible but remain untested among Moringa actors. This explanatory quantitative study surveyed 150 farmers, processors/SMEs, and marketers in the Moringa value chain using a five-point Likert questionnaire. Composite scores for five constructs were examined using reliability, convergent validity, correlations, sequential path regressions, and 5,000 bootstrap resamples. Digital Capability and Financial Management Capability positively relate to Digital Value Chain (β=0.339 and 0.444; p<0.001). Digital Value Chain is positively related to Value Added (β=0.507; p<0.001), which in turn is positively related to Business Sustainability (β=0.545; p<0.001). The corresponding R² values are 0.376, 0.283, and 0.299. Access to digital devices has yet to translate fully into processed products and resilient businesses. Value-chain digitalization needs bookkeeping, product upgrading, and market partnerships. Tourism is a potential application; visitor demand and tourism transactions require separate investigation.
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