PENGARUH PEMASARAN KEWIRAUSAHAAN, LINGKUNGAN ORGANISASI, DAN MODAL INTELEKTUAL TERHADAP KINERJA UMKM: MEDIASI STRATEGI BISNIS
DOI:
https://doi.org/10.24127/jm.v18i2.2434Abstract
Penelitian tentang kinerja UMKM penting karena UMKM merupakan tulang punggung perekonomian nasional. Penelitian bertujuan untuk menguji pengaruh antara pemasaran kewirausahaan, lingkungan organisasi, dan modal intelektual terhadap kinerja UMKM, serta mengetahui peran mediasi strategi bisnis antara pemasaran kewirausahaan, lingkungan organisasi, dan modal intelektual terhadap kinerja UMKM di Bandar Lampung. Metode yang digunakan menggunakan pendekatan kuantitatif dan analisis deskriptif. Alat analisis SEM Lisrel 8.8. Kuesioner online digunakan untuk mengumpulkan data dari responden yaitu pelaku UMKM di Bandar Lampung sebanyak 399 responden. Temuan penelitian yaitu pemasaran kewirausahaan, lingkungan organisasi, dan modal intelektual berpengaruh positif dan signifikan terhadap strategi bisnis dan kinerja UMKM. Kesimpulannya strategi bisnis memediasi antara modal intelektual dan lingkungan organisasi terhadap kinerja UMKM dibandingkan pemasaran kewirausahaan. Saran bagi pelaku UMKM perlu menciptakan lingkungan yang kondusif untuk inovasi dan kolaborasi guna memaksimalkan efektivitas strategi yang diterapkan, pelaku UMKM harus meningkatkan kualitas modal intelektual melalui pelatihan dan pengembangan karyawan agar strategi bisnis lebih efektif dan dapat meningkatkan kinerja, penting bagi pelaku UMKM untuk merancang strategi bisnis yang mampu memanfaatkan potensi intelektual dan sumber daya organisasi dengan maksimal.
Kata kunci: Kinerja UMKM, Lingkungan Organisasi, Modal Intelektual, Pemasaran Kewirausahaan, Strategi Bisnis
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