Faktor-Faktor yang Mempengaruhi Kinerja Pemasaran UMKM Aceh di Masa Pandemi Covid 19
DOI:
https://doi.org/10.35870/jemsi.v6i1.337Keywords:
Inovasi Proses, Inovasi Pemasaran, Kinerja UMKMAbstract
Tujuan penelitian ini adalah untuk mengetahui faktor-faktor yang mempengaruhi kinerja pemasaran UMKM Aceh di masa Pandemi Covid 19. Lokasi penelitian ini dilakukan pada pelaku usaha kecil dan menengah di Aceh, metode penarikan sampel menggunakan metode non probability sampling dengan teknik penarikan sampel purposive sampling sehingga jumlah responden yang diperoleh sebanyak 93 orang pelaku usaha UMKM di Aceh. Peralatan analisis yang digunakan yaitu regresi linear berganda dalam model dan pengkajian hipotesis serta pengujian sebuah rangkaian hubungan relatif rumit secara simultan dan parsial. Hasil penelitian menunjukkan bahwa inovasi proses, dan inovasi pemasaran berpengaruh signifikan terhadap kinerja UMKM Aceh di masa pandemi Covid 19, dari hasil penelitian ini terlihat bahwa secara parsial dan simultan berpengaruh signifikan terhadap kinerja UMKM Aceh di masa pandemi Covid 19 dengan nilai signifikansi dibawah 0,05.Downloads
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