Email this article Entrepreneurial orientation; networking capability; marketing strategy; UMKM
Abstract
Tujuan penelitian ini adalah untuk mendeskripsikan penelitian Entrepreneurial Orientation (X1), Networking Capability (X2) terhadap Marketing Strategy (Y) UMKM Kerupuk Belida di Kota Bangun. Populasi penelitian ini adalah seluruh UMKM kerupuk ikan Belida yang terdaftar di Kantor Kecamatan Kota Bangun. Teknik pemilihan sampel pada penelitian ini menggunakan purposive sampling dan jumlah sampel sebanyak 103 responden. Objek penelitian adalah UMKM kerupuk ikan Belida yang terdaftar di Kantor Kecamatan Kota Bangun. Metode menggali data penelitian ini menggunakan kuesioner dan wawancara serta alat analisis SmartPLS. Hasil penelitian menunjukkan Citra Merek dan Kualitas Produk memiliki pengaruh positif dan signifikan terhadap keputusan pembelian.
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References
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DOI: https://doi.org/10.30872/jimm.v7i4.11029
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