PENGARUH PEMASARAN KEWIRAUSAHAAN TERHADAP LABA PENJUALAN UMKM DI BANDAR LAMPUNG

Authors

  • Ni Putu Widhia Rahayu Universitas Bandar Lampung
  • Wayan Alfina Damayanti

DOI:

https://doi.org/10.24127/jm.v18i1.2205

Abstract

Permasalahan yang sering dialami oleh pelaku UMKM adalah kurang dapat menemukan peluang,  Bisnis tersebut belum mencapai potensi maksimal dalam memanfaatkan pemasaran digital, sehingga akhirnya kurang mendapatkan perhatian yang luas dari masyarakat. Selain itu, bisnis ini mengalami kesulitan dalam berkomunikasi secara efektif dengan pelanggan, karyawan, dan pihak-pihak terkait lainnya. Penelitian ini mengkaji pengaruh pemasaran kewirausahaan terhadap laba penjualan UMKM di Bandar Lampung. Pemasaran kewirausahaan terdiri dari beberapa indikator yaitu fokus pada peluang, inovatif, dan intensitas pelanggan. Dalam penelitian ini, terdapat sebanyak 46.324 individu yang menjadi subjek, yang merupakan pelaku usaha mikro, kecil, dan menengah (UMKM) di Bandar Lampung. Dalam penelitian ini, sampel yang digunakan sebanyak 100 orang berdasarkan perhitungan dengan rumus Slovin. Alat pengumpulan data menggunakan kuesioner. Analisis data menggunakan analisis regresi linier berganda. Berdasarkan hasil penelitian dan pembahasan, maka dapat diambil simpulan bahwa fokus pada peluang, inovatif, dan intensitas pelanggan berpengaruh positif terhadap laba penjualan UMKM di Bandar Lampung. Dampak penelitian ini diharapkan para pelaku UMKM dapat menerima perubahan teknologi informasi yang begitu cepat dengan tujuan untuk mudah mendapatkan akses informasi bisnis yang berguna bagi usahanya.

Kata kunci: Strategi Pemasaran, Kewirausahaan, Laba penjualan UMKM

Author Biography

Ni Putu Widhia Rahayu, Universitas Bandar Lampung

Fakultas Ekonomi dan Bisnis

Universitas Bandar Lampung

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Published

2024-04-30

Issue

Vol. 18 No. 1 (2024): April

Section

Articles

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