Pengaruh Inovasi Produk, Orientasi Pasar dan Media Sosial terhadap Kinerja UMKM Fashion
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh inovasi produk, orientasi pasar dan media sosial terhadap kinerja usaha UMKM fashion di Jakarta Barat. Populasi dalam penelitian ini yaitu UMKM fashion yang berada di Jakarta Barat. Metode pengambilan sampel dalam penelitian ini adalah non-probability sampling dengan teknik pengambilan sampel yaitu purposive sampling. Jumlah sampel yang digunakan dalam penelitian ini adalah 80 responden pemilik usaha UMKM fashion di Jakarta Barat. Data diolah menggunakan software SmartPLS. Hasil penelitian ini menunjukkan bahwa inovasi produk berpengaruh positif dan signifikan terhadap kinerja usaha UMKM, orientasi pasar berpengaruh positif dan signifikan terhadap kinerja usaha UMKM dan media sosial berpengaruh positif dan signifikan terhadap kinerja usaha UMKM.
The purpose of this study was to determine the effect of product innovation, market orientation, and social media on the business performance of fashion MSMEs in West Jakarta. The population in this study is fashion MSMEs in West Jakarta. Non-probability sampling was used in this study with the sampling technique purposive sampling. The number of samples used in this study was 80 respondents of fashion MSMEs owners in West Jakarta. The data is processed using SmartPLS software. The results of this study indicate that product innovation has a positive and significant effect on MSME business performance, market orientation has a positive and significant effect on MSME business performance and social media has a positive and significant effect on MSME business performance.
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https://www.djkn.kemenkeu.go.id/artikel/baca/13317/UMKM-Bangkit-Ekonomi-Indonesia-Terungkit.html diakses 30 Juli 2021