PENGARUH ORIENTASI KEWIRAUSAHAAN, PENGGUNAAN FASILITAS KREDIT DAN DIGITAL MARKETING TERHADAP PENGEMBANGAN UMKM JAKPRENEUR KECAMATAN SENEN

LULU LUTHFIAH, . (2024) PENGARUH ORIENTASI KEWIRAUSAHAAN, PENGGUNAAN FASILITAS KREDIT DAN DIGITAL MARKETING TERHADAP PENGEMBANGAN UMKM JAKPRENEUR KECAMATAN SENEN. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Sinergitas berbagai komponen, baik lembaga pemerintah maupun non pemerintah, pembuat kebijakan, lembaga keuangan, pelaku UMKM, dan pihak lainnya diperlukan untuk mengupayakan pengembangan UMKM. Penelitian ini bertujuan untuk mengkaji pengaruh langsung orientasi kewirausahaan, penggunaan fasilitas kredit dan digital marketing terhadap pengembangan UMKM Jakpreneur Kecamatan Senen. Selain itu, peran penggunaan fasilitas kredit dan digital marketing dalam memediasi pengaruh tidak langsung orientasi kewirausahaan terhadap pengembangan UMKM. Jenis penelitian ini menggunakan pendekatan kuantitatif. Sumber data adalah data primer yang diperoleh melalui penyebaran kuesioner kepada 275 pelaku UMKM Jakpreneur Kecamatan Senen sektor makanan dan minuman. Data dianalisis dengan analisis Structural Equation Model (SEM) berbasis PLS. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dan signifikan orientasi kewirausahaan, penggunaan fasilitas kredit dan digital marketing terhadap pengembangan UMKM Jakpreneur Kecamatan Senen secara langsung. Terdapat pula pengaruh positif dan signifikan orientasi kewirausahaan terhadap penggunaan fasilitas kredit dan digital marketing secara langsung, serta pengaruh tidak langsung orientasi kewirausahaan terhadap pengembangan UMKM melalui penggunaan fasilitas kredit dan digital marketing. **** The synergy of various components, both government and non-government institutions, policy makers, financial institution, MSMEs Actors, and other stakeholders is necessary to strive for the development of MSMEs. This research aims to examine the direct effect of entrepreneurial orientation and the utilization of credit facilities and digital marketing on the development of MSMEs Jakpreneur Senen District. Additionally, the role of the utilization of credit facilities and digital marketing in mediating the indirect effect of entrepreneurial orientation on the development of MSMEs are also explored in this study. This research adopts a quantitative approach. The data source is primary data obtained through the distribution of questionnaires to 275 MSMEs actors in Jakpreneur, Senen District, in the food and beverage sector. Data is analyzed using Structural Equation Model (SEM) based on PLS. The research findings indicate that a significant and positive direct effect of entrepreneurial orientation, credit facility utilization, and digital marketing utilization on the development of Jakpreneur MSMEs in the Senen District. Furthermore, there is a significant positive direct effect of entrepreneurial orientation on the utilization of credit facilities and digital marketing, as well as an indirect effect of entrepreneurial orientation on the development of MSMEsthrough the mediation of the utilization of credit facilities and digital marketing.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Suparno, S.Pd., M.Pd. ; 2). Dr. Agus Wibowo, S.Pd.I., S.Pd., M.Pd.
Subjects:	Ilmu Sosial > Perdagangan, e-commerce Ilmu Sosial > Kewirausahaan Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Ekonomi
Depositing User:	Lulu Luthfiah .
Date Deposited:	12 Feb 2024 01:24
Last Modified:	12 Feb 2024 01:24
URI:	http://repository.unj.ac.id/id/eprint/44701

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