Pengaruh Promosi, Orientasi Pasar dan Social Capital Terhadap Kinerja Pemasaran pada UMKM Kerajinan Perak di Yogyakarta
), Audita Nuvriasari(2),
(1) Univeritas Mercu Buana Yogyakarta
(2) Univeritas Mercu Buana Yogyakarta
Corresponding Author
Abstract
Penelitian ini menganalisis Pengaruh Promosi, Orientasi Pasar, dan Social Capital pada Kinerja Pemasaran UMKM Kerajinan Perak di Yogyakarta. Sampel dalam penelitian ini adalah 50 responden. Teknik pengambilan sampel menggunakan metode non-probability sampling dengan instrumen penelitian yang digunakan adalah kuesioner. Hasil Uji Instrumen menyatakan bahwa data dalam penelitian ini terbukti valid dan reliabel. Pada Uji Asumsi Klasik dinyatakan bahwa data dalam penelitian ini terdistribusi secara normal dan menghasilkan model regresi yang bebas dari multikolinearitas dan heterokedastisitas. Hasil penelitian ini membuktikan bahwa: (1) Promosi tidak berpengaruh signifikan terhadap Kinerja Pemasaran UMKM Kerajinan Perak di Yogyakarta. (2) Orientasi Pasar tidak berpengaruh signifikan terhadap Kinerja Pemasaran UMKM Kerajinan Perak di Yogyakarta. (3) Social Capital berpengaruh positif signifikan terhadap Kinerja Pemasaran UMKM Kerajinan Perak di Yogyakarta.
Keywords
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DOI: 10.57235/hemat.v2i1.5000
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