Analisis Pertumbuhan Ekonomi, Sumber Daya Manusia dan Strategi Pemasaran terhadap Kinerja UMKM di Provinsi Lampung

Megasari Megasari; Desmon Desmon; Mohammad Renandi Ekatama Surya; Yudhinanto Cahyo Nugroho; Hasbullah Hasbullah

doi:10.59024/jumek.v4i2.778

Authors

Megasari Megasari Universitas Pendidikan Indonesia
Desmon Desmon Universitas Pendidikan Indonesia
Mohammad Renandi Ekatama Surya Universitas Pendidikan Indonesia
Yudhinanto Cahyo Nugroho Universitas Pendidikan Indonesia
Hasbullah Hasbullah Universitas Pendidikan Indonesia

DOI:

https://doi.org/10.59024/jumek.v4i2.778

Keywords:

Economic Growth, Marketing Strategy, MSME Performance, Resources, Smart PLS4

Abstract

The purpose of this study is to examine the impact of economic growth, marketing strategies, and human resources on the performance of MSMEs in Indonesia. Data collection was conducted using a questionnaire developed with Google Forms and distributed through online social media. A purposive sampling technique was used in the MSME community in Lampung Province, distributing questionnaires to 127 MSME actors and communities who met the criteria. The data was then tested using Smart PLS4 (Partial Least Square) software. The results of the study show that: (1) Economic growth has a value of 0.136 which is greater than the P-Value of 0.05. This means that economic growth does not have a direct effect on the performance of MSMEs in Lampung Province. (2) Human resources have a value of 0.000 which is smaller than the P-Value of 0.05. This means that human resources have a direct effect on the performance of MSMEs in Lampung Province. (3) Marketing strategy has a value of 0.084, which is greater than the P-Value of 0.05. This means that the marketing strategy variable does not directly influence the performance of MSMEs in Lampung Province.

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