STRATEGY FOR INCREASING COMMUNITY WELFARE WITH BUSINESS SUCCESSRURAL SOCIETY

Abstract

Objectives: Significant business success will have a direct impact on community welfare. Rural economic organizations are crucial yet often weak points in strengthening the rural economy. BUMDes (Village-Owned Enterprises) are designed to consolidate or strengthen village economic institutions. This research aims to analyze the influence of business capital and marketing strategies on community welfare, with business success serving as an intervening variable. Methods: Data for this research was collected using a questionnaire instrument. The analysis was conducted using the Structural Equation Modeling - SEM PLS analysis technique. This approach allows for the examination of complex relationships between variables, specifically how business capital and marketing strategies affect community welfare through business success. Results: The research results show that business capital and marketing strategies positively impact business success. Additionally, both business capital and marketing strategies positively influence public welfare. Furthermore, business success itself has a positive effect on public welfare. The study also finds that business success serves as an indirect mediating variable, enhancing the effect of venture capital and marketing strategies on public welfare. Conclusion: The study concludes that business capital and marketing strategies are crucial for achieving business success, which in turn positively impacts community welfare. Business success acts as a significant intermediary, amplifying the positive effects of both venture capital and marketing strategies on the well-being of the community. This underscores the importance of investing in effective business strategies and sufficient capital to foster sustainable economic growth and improve public welfare.