PENGARUH KEWIRAUSAHAAN, INOVASI & KUALITAS PELAYANAN TERHADAP KINERJA PEMASARAN PADA UKM WEDGES
DOI:
https://doi.org/10.51804/econ12.v1i1.189Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh kewirausahaan, inovasi dan kualitas layanan terhadap kinerja pemasaran pada UMKM Wedges di kecamatan Balongbendo Sidoarjo. Sampel dalam penelitian menggunakan teknik Convinience sampling sebanyak 96 responden dengan teknik analisis data regresi linier berganda. Berdasarkan hasil analisis regresi menunjukkan bahwa kewirausahaan dan kualitas produk berpengaruh negatif, sedangkan variabel inovasi berpengaruh positif. Secara simultan semua variabel berpengaruh positif signifikan terhadap kinerja pemasaran sebesar 62%, sedangkan 38% nya dipengaruh oleh variabel lain yang tidak diteliti.Downloads
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