Pengaruh Workshop dan Pelatihan “Marketing Capabilities” dalam Meningkatkan Kinerja Pemasaran UMKM

Ari Riswanto, Ratih Hurriyati, Lili Adi Wibowo, Vanessa Gaffar

Abstract


Tujuan dari penelitian ini adalah untuk mengetahui pengaruh workshop dan pelatihan terhadap peningkatkan kinerja pemasaran pada Usaha Mikro Kecil Menangah (UMKM). Pendekatan dan metode penelitian yang digunakan adalah deskriptif kuantitatif dengan teknik analisis regresi linier sederhana menggunakan sampel 25 UMKM yang telah melakukan pelatihan dan pembinaan dari dinas terkait. Hasil penelitian menunjukkan bahwa pelatihan yang diselenggarakan oleh dinas pemerintahan terkait terbukti efektif dalam meningkatkan kinerja pemasaran pada UMKM. Kegiatan pelatihan yang berkesinambungan sangat diperlukan untuk mewujudkan keberhasilan bisnis UMKM

Keywords


Workshop dan Pelatihan; Marketing Capabilities; Kinerja Pemasaran; UMKM

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DOI: https://doi.org/10.17509/edusentris.v6i3.497

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