Analisis Urgensi Pendidikan Kewirausahaan, Pengaruh Orientasi Kewirausahaan dan Spritual Pemasaran Terhadap Kemampuan Pemasaran
DOI:
https://doi.org/10.32806/jf.v16i02.6261Kata Kunci:
Pemasaran Spiritual, Orientasi Kewirausahaan, Kemampuan Pemasaran, Keunggulan Kompetitif UMKM BerkelanjutanAbstrak
Memasuki era globalisasi dan perdagangan bebas, serta semakin majunya teknologi menyebabkan persaingan bisnis menjadi semakin kompetitif, baik di pasar domestik maupun internasional. Tujuan penelitian ini adalah untuk mengetahui Pengaruh pengaruh Pemasaran Spiritual dan Orientasi Kewirausahaan terhadap Kemampuan Pemasaran dan Keunggulan Kompetitif UMKM Berkelanjutan. Penelitian ini tergolong penelitian explanatory research dengan pendekatan kuantitatif. Sampel yang digunakan adalah sebanyak 100 Manajer UMKM di Sumenep dengan teknik Purposive Sampling. Jenis data yang digunakan adalah data primer, yaitu pengumpulan data dengan menggunakan kuesioner. Analisis data yang digunakan ialah Analisis Regresi Linier Berganda dengan alat bantu SPSS. Hasil penelitian ini menunjukkan bahwa Pemasaran Spiritual berpengaruh positif dan signifikan terhadap Kemampuan Pemasaran, Pemasaran Spiritual berpengaruh positif dan signifikan terhadap Keunggulan Kompetitif UMKM Berkelanjutan, Orientasi Kewirausahaan berpengaruh positif dan signifikan terhadap Kemampuan Pemasaran, Orientasi Kewirausahaan berpengaruh positif dan signifikan terhadap Keunggulan Kompetitif UMKM Berkelanjutan dan Kemampuan Pemasaran berpengaruh positif dan signifikan terhadap Keunggulan Kompetitif UMKM BerkelanjutanReferensi
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