Pengaruh Digital Orientation dan Digital Capability terhadap Digital Transformation Bisnis (Studi pada Industri Minuman Kopi di Bandar Lampung)

This study aims to analyze the influence of Digital Orientation and Digital Capability on Digital Transformation in the coffee beverage industry in Bandar Lampung. Digital Transformation refers to the integration of digital technology to fundamentally transform business operations and deliver value to customers. The approach employed in this research is the Resource-Based Theory (RBT), specifically the perspectives of resource orchestration and dynamic managerial capability (DMC), which emphasize the importance of resources and capabilities in driving digital transformation. This research utilizes a quantitative approach, with primary data collected through questionnaires distributed to 100 respondents comprising owners or managers of coffee shops in Bandar Lampung. The analytical method used is multiple linear regression to examine the relationships among Digital Orientation, Digital Capability, and Digital Transformation. The results of the study indicate that Digital Orientation has a positive and significant effect on Digital Transformation, reflected in technology-based business strategies and commitment to digital innovation. Furthermore, Digital Capability, which includes technology access, adaptation, and the development of digital solutions, also significantly contributes to the success of digital transformation. This study provides practical insights for the coffee beverage industry to enhance competitiveness by strengthening digital orientation and capabilities.