Influences The Sustainability Of Business Continuity Through Mass Customization On Embroidery Smes In West Bandung Regency.

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INTRODUCTION
At this time, MSMEs are an important part of the economy in Indonesia, due the existence MSMEs can help to open job opportunities.Based by data on 2021, sum of MSMEs in West Java is 6.257.390,increases 5.83% from previous years, with the average number of MSMEs each year being 5,413,678.67from the 6 past years ago (opendata.jabarprov.go.id).there is the data MSMEs in West Java.
Sumber: (opendata.jabarprov.go.id), 2023 From that picture above, one of them has increases in the data MSMEs West Java Province is West Bandung Regency in 2016 there is 156.287MSMEs.Next in 2017 there is 165.957MSMEs, in 2018 there is 176.225MSMEs, and then in 2019 there is 187.128MSMEs, after that in 2020 there is 198.707MSMEs and in 2021 there is 211.001.West Bandung Regency has the significant increase by the years even though in the early of 2020 until 2021 has a pandemic Covid-19 which is gave an impact for Indonesia.However, the business actors keep trying to maintan that the economic didn't stop and still going.every category has increases of the business actors by the years.Same as on embroidery category has increases by the years with the sum of business actors is 312 during the 5 years ago.Pandemic Covid-19 gives the impact for business actors especially embroidery sector that must be work harder for still survive in pandemic era.The lack of entrepreneurial innovativeness on business continuity has influence decreases on sales.Melani & Nasution, 2020 said business continuity has marked with increases sales, the result of production and the profits generated.Strengthened by Noor, 2007 business continuity is success from the business to achieving the goals, a business said to be a successful if make a profit due it a goals from someone who doing a business.Purnama, 2022 said one of factor becoming a succesfull is innovation and can take a risk.In the same line opinion with Melani & Nasution, 2020 that the result of production has influence the business continuity then the business actors must make mass adjustments in terms of production (mass customization)

II.
METHODS On this research using a descriptive and associative research methods.The location on this research is in West Java Regency and the subject research is the embroidery business actors in West Java Regency.Data collection techniques is using library research, then continued with distributing questionnaires and interview.This research using the pprimary data tabulated results of questionnaire answers from respondents, in this case embroidery business actors in West Java Regency.On the decriptive analysis, each variable categorized as four (4) measurement result categories, namely: very low, low, medium, high.The frequency and proportions were calculated for each category and the distribution was compiled.Categorization is carried out by reviewing the position of the total variable score within the limits of the minimum value, quartile I, median, quartile III and maximum.Analysis data techniques using the descriptive analysis and verification analysis assisted by PLS-SEM.There is the diagram path using the SEM.After that do the verification statistical hypothesis test.Hypothesis testing is carried out using statistical calculations which are used to test the influence of variables X1 and X2 to Y.The statistical hypothesis in the study, namely entrepreneurial innovativeness, influences the sustainability of business continuity through mass customization on embroidery SMEs in West Bandung Regency.

Entrepreneurial Innovativeness
The role of innovation in entrepreneurship was important.Without innovation a business venture will not be able to run when facing a challenge.That innovation can be defined as and effort or activity to develop or maximize existing the resources.These resources can be in the form of capital, thoughts and even cooperative relationships with other people.With innovation, an entrepreneur can maximize his business (Wahyuningsih, 2020).Indriastuti, 2019 said entrepreneurial innovativeness is the company strategy to apply and supporting the new ideas, novelty, experimen, and the creative process to produce the product, services http://ijstm.inarah.co.id 68 or technology process.However, the aspect who will researched in entrepreneurial innovativeness on this research there are technology, behaviour, dan product.

Mass Customization
One of the key succesfull company is fulfill the customer needs required in accordance to quality standards, while the customer demand on the product increasingly individual, thus causing quite a large variety of products.That is can be a market opportunity to fulfill the customer needs as a personal who cannot to fulfill in product type with the standard on mass production (Puspasari, et.al, 2021).Turner et al., 2020 said mass customization is the strategy that using by supplier to create the value to increase the customer relationship and build the loyality.While Fatimah, 2019 said mass costumization as the company's ability to offer a wide selection of different product variations for relatively wide market demand without making sacrifices in cost, delivery and quality.Furthermore, the aspects that will be examined in mass customization in this research include quality, services, variety and cost.

Business Continuity
Business continuity is the condition where as the company/industry/business actors which is be able to maintain business operations, including being able to continuously increase the achievement of business profits (Hartomo and Cahyadin, 2013).Another resources explain that sustainability, which recommend a synergy between operational results, respect for people, and preservation of the environment are also valued items by customers and should therefore be considered by companies in their production systems (Zylbersztajn & Lins, 2010).The aspect who will researched in business continuity there are production aspect, market and marketing, management aspect and financial, government policy aspect, economic condition aspect, environment aspect, and business partnership aspect.

III. RESULT AND DISCUSSION Descriptive Analysis
There is the questionnaire result from 70 respondents, and will be processed based on sum of criteria score variable entrepreneurial innovativeness on below this: Based on the table above, entrepreneurial innovativeness variable is in the high category (total score 3.051) due the calculation result is in the score between 2.801-3.500.This is can be explained that entrepreneurial innovativeness can be said to be good.Embroidery business actors are able to keep up with technological development, having a good behavior and products to develop.

b. Respondents' responses regarding mass customization variables
There is the questionnaire result from 70 respondents, and will be processed based on sum of criteria score variable mass customization on below this: Based on the table above, business contuinity is in the high category (3.428) due the calculation result is in the score between 3.361-4.200.the business actors can continue to develop their businesses by paying attention to product, marketing, management and financial factors, government policies, economic conditions the environment and business partnership.

Analisis Data a. Outer Model Indicator Reliability
On this research, indicator reliability test result have been obtained to assess the level of cinsistency and reliability of the measuring instruments used in data collection.
It can be seen that the factor loading indicator value X1, X2, X3, X4, X5, X6, X8, X9, M1, M2, M3, M4, M5, M6, M9, M10, M11, Y1, Y2, Y4, Y6, Y7, Y8 > 0.5.From that result rest can be concluded that overall, each construct has been able to explain the variance of each indicator that measures it, meaning that the indicator variables must be maintained.It can be concluded that the correlation value of the Fornell lackers criterion between constructs is greater than the correlation value between other constructs so that it can be stated to have good discriminant validity or can be said to be feasible.

Internal Consistency
Internal consistency digunakan untuk mengukur reliabilitas suatu konstruk dengan melihat nilai composite reliability dan cronbach's alpha yang dapat dievaluasi dengan internal consistency (ρс).The AVE value shown in table 3 is > 0.50, it can be concluded that the square root value of AVE shows that the four constructs have test results above the minimum criteria so that the convergent validity measure is good or can be said to have met the convergent validity criteria.
b. Inner Model Inner models are carried out to see the relationship between constructs, significance values and Rsquare of the research model.The structural model was evaluated using R-square for endogenous variables and t test as well as the significance of the structural path parameter coefficients.The structural model or inner model is a model that shows the correlation between constructs.

Determination Coefficient (R 2 )
The coefficient of determination measures how much variation in the endogenous variable is explained by the exogenous variable.In assessing the model with PLS, start by looking at the R-square for each dependent latent variable Based on the table above, it can be concluded that the coefficient of determination (R) for mass customization (M) is 0.467 (46.70%) and business continuity (Y) 0.517 (51.70%) is a contribution from the mass customization and business continuity variables so that it is included in the sufficient category are strong.

Hypothesis Test
In PLS, statistical testing of each hypothesized relationship is carried out using simulation.In this case, the bootstrapping method is used.Testing with bootstrapping is also intended to minimize the problem From that table above West Bandung Regency have any categories business type there are accessories, batik, embroidery, craft, fashion, services/others, convection, culinary, food and drink.If looked from that table http://ijstm.inarah.co.id 67

a. Respondents responses regarding the entrepreneurial innovativeness variable
http://ijstm.inarah.co.id 69 Based on the table above, mass customization is in middle category (3.153) due the calculation result is in the score between 2.251-3.360.The business actors can still develop programs regarding quality, service, variety and cost.There is the questionnaire result from 70 respondents, and will be processed based on sum of criteria score variable business contuinity on below this: c. Respondents' responses regarding business sustainability variableshttp://ijstm.inarah.co.id 70 Discriminant validity has two metode there is cross loading and fornell lacker.Cross loading and fornell lacker indicators variable must have the high value towards other contructs.
http://ijstm.inarah.co.id 71Discriminant validity It can be concluded that all constructs fulfill the reliability criteria, this is shown by the composite reliability and Cronbach's alpha values above 0.60, meaning that the indicators that have been determined are able to measure each construct well or it can be said that the four three measurement models have good internal consistency values.Convergent ValidityConvergent validity is used for measurement models with reflective indicators which are assessed based on the correlation between the item score/component score and the construct score calculated with Smartpls.