STRATEGI MARKETING DALAM MENINGKATKAN KINERJA BISNIS UMKM DI INDONESIA

MA Irfan Rahmana*  -  Universitas Islam Sultan Agung, Indonesia

(*) Corresponding Author
DOI: 10.30659/ekobis.22.2.44 - 56

Abstrak

Tujuan penelitian ini adalah membangun model teoritikal baru untuk mengatasi kesenjangan  hasil penelitian sebelumnya tentang pengaruh marketing innovativeness terhadap kinerja bisnis. Strategi marketing kemudian menjadi mediasi potensial yang digunakan untuk mengatasi kesenjangan tersebut. Kolaborasi kajian teoritik dan kajian empiris  digunakan untuk memperkaya literatur Manajemen Pemasaran Strategik. Studi empirik menggunakan data survey terhadap minimal 280 UMKM terpilih dari 10 Kabupaten / Kota di Jawa Tengah, Indonesia dengan menguji hubungan regresional antara marketing capability,  marketing strategy dan kinerja bisnis UMKM. Confirmatory Factor Analysis digunakan untuk mengukur validitas dan reliabilitas konstruk yang digunakan. Teknik analisis data untuk mengujihi potesis hubungan antar variabel menggunakan Structural Equaion Modelling (SEM) dengan paket statistik AMOS Versi 22.0. Dengan memeriksa literatur beragam mengenai Marketing Innovativeness, Marketing Strategy dan Business Performance, penelitian ini menawarkan analisis yang unik tentang budaya inovasi pasar dan pengaruhnya terhadap Marketing Strategy dan Business Performance  padaUMKM di Indonesia.

 

Keywords: Keywords: Marketing Innovativeness, Strategi marketing, Bisiness Performance

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DOI : 10.30659/ekobis

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