Peran kemampuan pemasaran dinamis dalam tingkat pertumbuhan UKM: Perspektif Sumber Daya dan Kemampuan Dinamis

Authors

  • Annisa Lutfi Alwi Politeknik Negeri Jember
  • Descha Giatri Cahyaningrum Politeknik Negeri Jember
  • Sri Sundari Politeknik Negeri Jember

DOI:

https://doi.org/10.47134/jobm.v1i2.10

Keywords:

UKM, Pertumbuhan perusahaan, Kemampuan pemasaran, Kemampuan dinamis

Abstract

Penelitian ini bertujuan untuk menguji tingkat pertumbuhan usaha kecil dan menengah (UKM), hubungan antara ukuran perusahaan, pertumbuhan perusahaan dalam konteks UKM, dan pengaruh kemampuan pemasaran (MC) pada pertumbuhan perusahaan, serta bagaimana kaitannya dengan ukuran perusahaan. Kerangka teoritis didasarkan pada pandangan berbasis sumber daya dan kemampuan dinamis. Data dikumpulkan dari UKM Indonesia dan dianalisis dengan structural equation modeling. Responden adalah chief executive officer atau pemilik perusahaan. Hasil penelitian menunjukkan bahwa UKM dapat maju secara signifikan dan cepat jika mereka berinvestasi dalam sumber daya manusia serbaguna, terutama di bidang pemasaran. Studi ini membawa wawasan baru dari perspektif UKM. Selain itu, penelitian ini menunjukkan bahwa sangat penting untuk mempertimbangkan berbagai jenis pertumbuhan secara terpisah. Studi ini berkontribusi pada kebutuhan ini dengan menunjukkan hubungan antara tingkat pertumbuhan karyawan dan MC di UKM.

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Published

2023-12-31

How to Cite

Alwi, A. L., Cahyaningrum, D. G., & Sundari, S. (2023). Peran kemampuan pemasaran dinamis dalam tingkat pertumbuhan UKM: Perspektif Sumber Daya dan Kemampuan Dinamis. Journal of Business Management, 1(2), 60–65. https://doi.org/10.47134/jobm.v1i2.10

Issue

Vol. 1 No. 2 (2023): December

Section

Articles

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Copyright (c) 2023 Annisa Lutfi Alwi, Descha Giatri Cahyaningrum, Sri Sundari

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