PENGARUH BUSINESS PLAN DAN DIGITAL MARKETING TERHADAP KETAHANAN UMKM PASCA PANDEMI DI JAKARTA TIMUR

YULI FITRIANINGSIH, . (2022) PENGARUH BUSINESS PLAN DAN DIGITAL MARKETING TERHADAP KETAHANAN UMKM PASCA PANDEMI DI JAKARTA TIMUR. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

ABSTRAK YULI FITRIANINGSIH. Pengaruh Business Plan dan Digital Marketing Terhadap Ketahanan UMKM Pasca Pandemi di Jakarta Timur. Skripsi. Jakarta. Program Studi Sarjana Pendidikan Ekonomi. Fakultas Ekonomi. Universitas Negeri Jakarta. 2022. Penulisan penelitian ini memiliki tujuan untuk mengetahui pengaruh Business Plan dan Digital Marketing Terhadap Ketahanan UMKM Pasca Pandemi di Jakarta Timur. Populasi dalam penelitian ini yaitu pelaku UMKM di Jakarta Timur dengan jumlah 240.512 unit usaha. Sampel dalam penelitian ini sebanyak 140 responden dengan teknik Purposive Sampling. Pengolahan data menggunakan Uji Estimasi, Uji Evaluasi dan Uji Mediasi Model SEM-PLS dengan menggunkan metode SEM (Structural Equation Model) dengan tools Smart PLS (Partial Least Squares) versi 4. Berdasarkan Pengujian yang dilakukan dapat disimpulkan bahwa variabel Busines Plan terhadap Ketahanan UMKM memiliki pengaruh positif dan signifikan. Pengaruh Digital Marketing terhadap Ketahanan UMKM memiliki pengaruh positif dan signifikan. Serta pengaruh Business plan terhadap Ketahanan UMKM degan variabel mediasi Digital Marketing memiliki pengaruh positif dan tidak signifikan. Kata kunci: Ketahanan UMKM, Business Plan, Digital Marketing ABSTRACT YULI FITRIANINGSIH. The Effect Of Business Plans and Digital Marketing on MSME Resilience after the Pandemic in East Jakarta. Thesis. Jakarta. Economic Education Undergraduate Study Program. Faculty of Economics. State University of Jakarta. 2022. The purpose of this research is to determine the effect of Business Plan and Digital Marketing on the Resilience of MSMEs after the Pandemic in East Jakarta. The population in this study are SMEs in East Jakarta with a total of 240,512 business units. The sample in this study were 140 respondents with purposive sampling technique. Processing data using the Estimation Test, Evaluation Test and Mediation Test of the SEM-PLS Model using the SEM (Structural Equation Model) method with the Smart PLS (Partial Least Squares) tool version 4. Based on the tests carried out, it can be concluded that the Business Plan variable on MSME resilience has positive and significant influence. The effect of Digital Marketing on MSME resilience has a positive and significant effect. And the influence of the Business plan on the resilience of MSMEs with the Intervening Digital Marketing variable has a positive and not significant effect. Keywords: MSME Resilience, Business Plan, Digital Marketing

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Karuniana Dianta A.S., S.IP., M.E 2). Prof. Dr. Saparuddin M., M.Si
Subjects:	Ilmu Sosial > Kewirausahaan
Divisions:	FE > S1 Pendidikan Ekonomi
Depositing User:	Users 15931 not found.
Date Deposited:	06 Sep 2022 03:41
Last Modified:	06 Sep 2022 03:41
URI:	http://repository.unj.ac.id/id/eprint/34936

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