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https://repositori.uma.ac.id/handle/123456789/23621
Title: | Pengaruh Inovasi Produk dan Kewirausahaan Terhadap Kinerja Pemasaran Pelaku UMKM (Studi Kasus Umkm Fashion di Kota Medan) |
Other Titles: | The Influence of Product Innovation and Entrepreneurship on the Marketing Performance of MSME Actors (Case Study of Fashion MSMEs in Medan City) |
Authors: | Irnanda, Sherina |
metadata.dc.contributor.advisor: | Aisyah, Nur |
Keywords: | kinerja pemasaran;inovasi produk;kewirausahaan;UMKM;marketing performance;product innovation |
Issue Date: | Jan-2024 |
Publisher: | Universitas Medan Area |
Series/Report no.: | NPM;198320340 |
Abstract: | Penelitian ini bertujuan untuk menguji apakah pengaruh inovasi produk dan kewirausahaan terhadap kinerja pemasaran pelaku UMKM fashion di kota Medan. Penelitian ini menggunakan metode kuantitatif, instrumen penelitian berupa kuesioner berskala likert. Populasi dari penelitian ini adalah UMKM di kota Medan dengan sampel penelitian sebanyak 75 orang pelaku UMKM. Teknik penentuan sampel yang digunakan yaitu menggunakan jenis Non probability sampling dengan teknik Sampling Jenuh yaitu teknik pengambilan sampel yang seluruh anggota populasinya dijadikan sebagai sampel. Pengujian hipotesis dengan menguji uji t Parsial dan uji F Simultan. Berdasarkan hasil penelitian menunjukkan bahwa dihasilkan t-hitung dari inovasi produk yaitu 4.845 > t-tabel yaitu 1,993 menunjukkan bahwa inovasi produk (X1) berpengaruh positif dan signifikan terhadap kinerja pemasaran (Y), t-hitung dari kewirausahaan (X2) yaitu 9.239 > t tabel yaitu 1,993 menunjukkan bahwa kewirausahaan berpengaruh positif dan signifikan terhadap kinerja pemasaran. F-hitung sebesar 195.037 > F-tabel 3.12 menunjukkan bahwa inovasi produk (X1) dan kewirausahaan (X2) berpengaruh positif dan signifikan terhadap kinerja pemasaran (Y). This study aims to examine whether the Effect of Product Innovation and emtrepreneurship on the Marketing Performance of Fashion MSME perpetrators in Medan City. This study used a quantitative method, research instrument was a Likert-scale questionnaire. The population of this study is MSMEs in Medan City with a sample of 75 MSMEs perpetrators. The sampling technique used is non-probability sampling with the satured sampling technique, which is a sampling technique in which all members of the population are used as samples. Hypothesis testing the Partial t test ans Simultaneous F test. Based on the stufy result, it shows that the resulting t-count from product innovation is 4,845 > t-table 1,993, indicating that product innovation (X1) has positive and significant effect on marketing performance (Y), the t-count from entrepreneurship (X2) is 9,239 > t-table 1,993, shows that entrepreneurship has positive and significant effect on marketing performance. F-count 195,037 > F-table 3,12 shows that product innovation (X1) and entrepreneurship (X2) have positive and significant effect on marketing performance (Y). |
Description: | 63 Halaman |
URI: | https://repositori.uma.ac.id/handle/123456789/23621 |
Appears in Collections: | SP - Management |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
198320340 - Sherina Irnanda Fulltext.pdf | Cover, Abstract, Chapter I, II, III, V, Bibliography | 1.44 MB | Adobe PDF | View/Open |
198320340 - Sherina Irnanda Chapter IV.pdf Restricted Access | Chapter IV | 548.43 kB | Adobe PDF | View/Open Request a copy |
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