Pengaruh orientasi kewirausahaan dan marketing mix terhadap kinerja keuangan UMKM

DETAIL KOLEKSI

Pengaruh orientasi kewirausahaan dan marketing mix terhadap kinerja keuangan UMKM

Oleh : Nur Hasti

Info Katalog

Nomor Panggil : 023001701051

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2021

Pembimbing 1 : Regina Jansen Arsjah

Subyek : Small business - Finance;Entrepreneurship

Kata Kunci : entrepreneurial orientation, product quality, price strategy, distribution channels strategy, promot

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2021_TA_SAK_023001701051_Halaman-Judul.pdf	14
2.	2021_TA_SAK_023001701051_Lembar-Pengesahan.pdf	6
3.	2021_TA_SAK_023001701051_Bab-1-Pendahuluan.pdf	13
4.	2021_TA_SAK_023001701051_Bab-2-Tinjauan-Pustaka.pdf	24
5.	2021_TA_SAK_023001701051_Bab-3-Metode--Penelitian.pdf	24
6.	2021_TA_SAK_023001701051_Bab-4-Analisis-dan-Pembahasan.pdf
7.	2021_TA_SAK_023001701051_Bab-5-Kesimpulan.pdf
8.	2021_TA_SAK_023001701051_Daftar-Pustaka.pdf
9.	2021_TA_SAK_023001701051_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menguji, menganalisis, serta mencari bukti empiris tentang pengaruh orientasi kewirausahaan dan marketing mix (product, price, place, promotion, people, physical evidence, and process) terhadap kinerja keuangan usaha mikro, kecil dan menengah (UMKM). Penelitian dilakukan dengan menggunakan metode kuantitatif. Data diperoleh dari jawaban kuesioner 108 responden pelaku usaha UMKM industri makanan dan minuman di Ambon tahun 2020. Sampel penelitian adalah purposive sampling. Analisis penelitian menggunakan regresi linear berganda. Hasil pengujian hipotesis menunjukkan bahwa marketing mix terkait strategi promosi berpengaruh positif dan signifikan terhadap kinerja keuangan. Sementara variabel lain dalam penelitian ini tidak berpengaruh terhadap kinerja keuangan.

T This study aims to test, analyze, and obtain empirical evidence about the effect of entrepreneurial orientation and the marketing mix (product, price, place, promotion, people, physical evidence, and process) on the financial performance of micro, small and medium enterprises (MSMEs). The research was conducted using quantitative methods. The data were obtained from the answers to the questionnaire of 108 respondents of the food and beverage industry MSMEs in Ambon in 2020. The research sample was purposive sampling. The research analysis used multiple linear regression. The results of hypothesis testing indicate that the marketing mix related to promotion strategy has a positive and significant effect on financial performance. While other variables in this study have no effect on financial performance.