PENGARUH KEWIRAUSAHAAN, INOVASI & KUALITAS PELAYANAN TERHADAP KINERJA PEMASARAN PADA UKM WEDGES

Authors

  • Soenarto, Darno, Mitha Otik LPPM Umaha

DOI:

https://doi.org/10.51804/econ12.v1i1.189

Abstract

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.

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Published

2018-04-18

Issue

Vol. 1 No. 1 (2018): April 2018

Section

Ecopreneur.12

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