Published: 2020-03-01
Faktor-Faktor yang Mempengaruhi Kinerja Pemasaran UMKM Aceh di Masa Pandemi Covid 19
DOI: 10.35870/jemsi.v6i1.337
Abstract
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.
Keywords
Article Information
This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 6 No. 1 (2020)
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Section: Articles
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Published: 2020-03-01
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License: CC BY 4.0
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Copyright: © 2020 Authors
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DOI: 10.35870/jemsi.v6i1.337
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