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

Indonesia; Dini Kharisatul Khabibah; Rokhman; Nur; Dini Kharisatul Khabibah; Nur Rokhman; Titik Rianawati

EBISNIS : JURNAL ILMIAH EKONOMI DAN BISNIS

Universitas Sains dan Teknologi Komputer

📄 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.

🔖 Keywords

#Business Capital; Product Innovation; Marketing Strategy; Profitability Perception; Culinary UMKM; Modal Usaha; Inovasi Produk; Strategi Pemasaran; Persepsi Profitabilitas; UMKM Kuliner

ℹ️ Informasi Publikasi

Tanggal Publikasi

14 July 2025

Volume / Nomor / Tahun

Volume 18, Nomor 1, Tahun 2025

📝 HOW TO CITE

Indonesia, Dini Kharisatul Khabibah; Rokhman, Nur; Dini Kharisatul Khabibah; Nur Rokhman; Titik Rianawati, "Pengaruh Modal Usaha, Inovasi Produk, dan Strategi Pemasaran Terhadap Persepsi Profitabilitas Pelaku UMKM Kuliner di Wilayah Pekalongan," EBISNIS : JURNAL ILMIAH EKONOMI DAN BISNIS, vol. 18, no. 1, Jul. 2025.

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