Pengaruh Modal Usaha, Inovasi Produk, dan Strategi Pemasaran Terhadap Persepsi Profitabilitas Pelaku UMKM Kuliner di Wilayah Pekalongan

Abstract

UMKM in Indonesia have an important role in economic growth, as well as being able to absorb labor, and distribute development results. The purpose of this study was to determine the effect of business capital, product innovation, and marketing strategies on the perception of profitability of culinary UMKM actors in the Pekalongan area. The population in this study were culinary UMKM actors in the Pekalongan area. The sampling technique was purposive sampling so that 95 respondents were obtained. The questionnaire was distributes via Google Form and direct distribution to culinary UMKM actors in the Pekalongan area and measured on a Likert scale 1-5. The collected data were processed using Multiple Linear Regression. The results showed that business capital, product innovation, and marketing strategies had a partial and simultaneous effect on the perception of profitability of culinary UMKM actors in the Pekalongan area.UMKM di Indonesia memiliki peran penting dalam pertumbuhan ekonomi, serta mampu menyerap tenaga kerja, dan mendistribusikan hasil pembangunan. Tujuan penelitian ini adalah untuk mengetahui pengaruh modal usaha, inovasi produk, dan strategi pemasaran terhadap persepsi profitabilitas pelaku UMKM kuliner di wilayah Pekalongan. Populasi dalam penelitian ini adalah pelaku UMKM kuliner di wilayah Pekalongan. Teknik pengambilan sampel adalah purposive sampling sehingga diperoleh 95 responden. Kuesioner disebarkan melalui Google Form dan penyebaran langsung kepada pelaku UMKM kuliner di wilayah Pekalongan dan diukur dengan skala likert 1-5. Data yang terkumpul diolah menggunakan Regresi Linier Berganda. Hasil penelitian menunjukkan bahwa modal usaha, inovasi produk, dan strategi pemasaran berpengaruh secara parsial dan simultan terhadap persepsi profitabilitas pelaku UMKM kuliner di wilayah Pekalongan.