Ujang Tajul, - and Nandang, - and Nizza Nadya Rachmani, - (2025) PENGARUH PELATIHAN PEMASARAN TERHADAP KINERJA PEMASARAN PADA UMKM DI KELURAHAN SUKAJAYA. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh pelatihan pemasaran terhadap kinerja pemasaran pada UMKM di Kelurahan Sukajaya. Metode penelitian yang digunakan adalah metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Populasi dalam penelitian ini adalah seluruh UMKM yang ada di Kelurahan Sukajaya sebanyak 30 UMKM. Teknik pengambilan sampel yang digunakan adalah sampling jenuh, yaitu seluruh populasi dijadikan sampel penelitian. Pengumpulan data dilakukan melalui penyebaran kuesioner pada responden. Teknik analisis data yang digunakan meliputi analisis statistik deskriptif, uji asumsi klasik, uji regresi linear sederhana, uji signifikan parsial, dan uji koefisien determinasi. Hasil penelitian menunjukkan bahwa pelatihan pemasaran berpengaruh positif dan signifikan terhadap kinerja pemasaran sebesar 78,4%, sementara sisanya sebesar 21,6% dipengaruhi oleh faktor lain di luar variabel yang diteliti. Implikasi dari temuan ini adalah perlunya pelatihan pemasaran yang berkesinambungan dan lebih terarah agar UMKM mampu meningkatkan strategi promosi, memperluas jaringan pasar, serta beradaptasi dengan perubahan tren konsumen dan teknologi digital. This study aimed to analyze the effect of marketing training on marketing performance in MSMEs in Sukajaya Subdistrict. The research method used was quantitative with a descriptive and verificative approach. Data collection was carried out through the distribution of questionnaires to MSMEs. The sample consisted of 30 respondents representing MSMEs in Sukajaya Subdistrict. The data analysis techniques used include descriptive statistical analysis, classical assumption tests, simple linear regression analysis, partial significance tests, and the coefficient of determination test. The results show that marketing training has a positive and significant effect on marketing performance by 78.4%, while the remaining 21.6% is influenced by other factors beyond the variables studied. Other factors that may affect marketing performance include internal factors such as the quality of human resources, business capital, product innovation, managerial capabilities, and owner motivation, as well as external factors such as market conditions, business competition, technological developments, government policies, and consumer trends.
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=view_org&hl=id&authuser=1&org=4444939329705952700 ID SINTA Dosen Pembimbing: Nandang: 6810537 Nizza Nadya Rachmani: 6746169 |
| Uncontrolled Keywords: | Kinerja Pemasaran, Pelatihan Pemasaran, UMKM. Marketing Performance, Marketing Training, MSMEs. |
| Subjects: | L Education > L Education (General) |
| Divisions: | UPI Kampus Tasikmalaya > S1 Kewirusahaan |
| Depositing User: | Ujang Tajul |
| Date Deposited: | 07 Oct 2025 07:42 |
| Last Modified: | 07 Oct 2025 07:42 |
| URI: | http://repository.upi.edu/id/eprint/141570 |
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