Pengaruh Penerapan Dimensi Entrepreneurial Marketing Terhadap Kinerja UMKM Di Kota Surabaya

Zahra, Halimah Fatimatus (2020) Pengaruh Penerapan Dimensi Entrepreneurial Marketing Terhadap Kinerja UMKM Di Kota Surabaya. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Usaha mikro, kecil, dan menengah atau biasa disebut UMKM merupakan penyumbang terbesar bagi pendapatan Kota Surabaya. Kondisi tersebut cukup menguntungkan mengingat UMKM terbukti mampu menjadi penopang perekonomian negara pada saat krisis ekonomi melanda tahun 1998 dan 2012. Namun di sisi lain, UMKM kerap kali terbentur oleh permasalahan pemasaran dan sumber daya manusia sehingga menyebabkan pertumbuhan kinerjanya menjadi melambat mulai tahun 2018. Sebuah konsep bernama entrepreneurial marketing yang telah terbukti keberhasilannya dalam menguatkan aspek pemasaran dan kewirausahaan di berbagai negara dirasa mampu untuk menjadi solusi. Penelitian ini bertujuan untuk mengetahui pengaruh dari tujuh dimensi entrepreneurial marketing terhadap kinerja UMKM secara keseluruhan di Kota Surabaya. Penelitian ini merupakan penelitian kuantitatif yang menggunakan 159 pemilik UMKM di Kota Surabaya sebagai sumber data primer. Data penelitian dikumpulkan menggunakan metode survey kuisioner yang dibantu pengisiannya oleh peneliti. Dari uji hipotesis yang dilakukan menggunakan metode structural equation modelling dan regresi linier berganda pada akhirnya ditemukan bahwa dimensi proactiveness dan value creation memiliki pengaruh positif, di saat dimensi lainnya tidak berpengaruh terhadap kinerja UMKM secara keseluruhan. Hasil dari penelitian ini mengindikasikan bahwa proaktivitas dan penciptaan nilai merupakan aspek yang sangat penting bagi UMKM untuk meraih kinerja yang baik. Oleh karena itu, UMKM dan pemerintah kota dapat menjadikan kedua aspek tersebut sebagai fokus utama untuk mengembangkan UMKM di Kota Surabaya.
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Micro, small, and medium enterprises or commonly called MSMEs are the biggest contributors to the revenue of Surabaya City, Indonesia. However, MSMEs are often hampered by marketing and human resources problems that causing a slowing performance growth starting in 2018. A concept called entrepreneurial marketing which has proven its success in strengthening aspects of marketing and entrepreneurship in various countries is considered to becoming a solution. This study aims to determine the effect of the seven dimensions of entrepreneurial marketing on the performance of MSMEs in the city of Surabaya. This research is a quantitative study using 159 MSME owners in the city of Surabaya as a primary data source. Research data were collected using a researcher administered survey method with questionnaire instruments. From the hypothesis testing conducted using SEM and multiple linear regression methods, given that the proactiveness and value creation had a positive effect, while customer intensity had a negative effect, and other dimensions did not affect the overall performance of MSMEs. The results of this study indicate that proactiveness and value creation are very important aspects for MSMEs to achieve a higher performance. Therefore, MSMEs and the government can make these two aspects as the main focus for developing MSMEs in the city of Surabaya.Micro, small, and medium enterprises or commonly called MSMEs are the biggest contributors to the revenue of Surabaya City, Indonesia. However, MSMEs are often hampered by marketing and human resources problems that causing a slowing performance growth starting in 2018. A concept called entrepreneurial marketing which has proven its success in strengthening aspects of marketing and entrepreneurship in various countries is considered to becoming a solution. This study aims to determine the effect of the seven dimensions of entrepreneurial marketing on the performance of MSMEs in the city of Surabaya. This research is a quantitative study using 159 MSME owners in the city of Surabaya as a primary data source. Research data were collected using a researcher administered survey method with questionnaire instruments. From the hypothesis testing conducted using SEM and multiple linear regression methods, given that the proactiveness and value creation had a positive effect, while customer intensity had a negative effect, and other dimensions did not affect the overall performance of MSMEs. The results of this study indicate that proactiveness and value creation are very important aspects for MSMEs to achieve a higher performance. Therefore, MSMEs and the government can make these two aspects as the main focus for developing MSMEs in the city of Surabaya.

Item Type:	Thesis (Other)
Additional Information:	RSMB 658.312 5 Zah p-1
Uncontrolled Keywords:	Keywords: Entrepreneurial Marketing, MSME, performance, Surabaya.
Subjects:	H Social Sciences > HC Economic History and Conditions > HC108 Market surveys. H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations
Divisions:	Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Halimah Fatimatus Zahra
Date Deposited:	19 Mar 2025 03:53
Last Modified:	19 Mar 2025 03:53
URI:	http://repository.its.ac.id/id/eprint/74024

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