(Universitas Aufaroyhan Padangsidempuan, Indonesia)*corresponding author
AbstractPenelitian ini bertujuan untuk mengetahui peran kemampuan pemasaran kewirausahaan terhadap kinerja bisnis pada usaha mikro, kecil, dan menengah (UMKM) makanan dan minuman di Kota Padang sidempuan. Data diperoleh dari pemilik usaha makanan dan minuman di Kota Padang sidempuan yang berjumlah 115 sampel. Metode pengumpulan data menggunakan skala likert 1-5 menyatakan sangat setuju sampai sangat tidak setuju. Data dianalisis menggunakan Stuctural Equation Modeling dengan partial least squares (PLS). Hasil penelitian ini menunjukkan bahwa pemasaran kewirausahaan berpengaruh positif dan signifikan terhadap kinerja bisnis UMKM Kota Padangsidempuan. Studi ini memberikan kontribusi untuk penelitian secara khusus tentang peran pemasaran kewirausahaan dalam meningkatkan performa bisnis. Selain itu, ini mengungkapkan pentingnya pemasaran kewirausahaan bagi pemilik/pengelola dalam mengembangkan UMKM. KeywordsPemasaran Kewirausahaan, Kinerja Bisnis, UMKM
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DOIhttps://doi.org/10.31604/jips.v9i8.2022.3053-3058 |
Article metrics10.31604/jips.v9i8.2022.3053-3058 Abstract views : 0 | PDF views : 0 |
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