eprintid: 141506 rev_number: 43 eprint_status: archive userid: 219599 dir: disk0/00/14/15/06 datestamp: 2025-10-07 04:10:33 lastmod: 2025-10-07 04:10:33 status_changed: 2025-10-07 04:10:33 type: thesis metadata_visibility: show creators_name: Salwa Salsabila Aulia Rahmani, - creators_name: Dede Kurnia, - creators_name: Ismail Yusup, - creators_nim: NIM2103604 creators_nim: NIDN0618039401 creators_nim: NIDN0009078701 creators_id: salwasalsabilaa07@upi.edu creators_id: dedekurnialagi@upi.edu creators_id: ismail_yusuf@upi.edu contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_name: Dede Kurnia, - contributors_name: Ismail Yusup, - contributors_nidn: NIDN0618039401 contributors_nidn: NIDN0009078701 contributors_id: dedekurnialagi@upi.edu contributors_id: ismail_yusuf@upi.edu title: PENGARUH PELATIHAN PEMASARAN TERHADAP KINERJA PEMASARAN: Studi Kasus UMK Binaan Lazismu Jawa Barat ispublished: pub subjects: L1 divisions: KWU_S1_TSK full_text_status: restricted keywords: Kinerja, Pelatihan, Pemasaran, UMK, WhatsApp Marketing, Performance, SMEs, Training, WhatsApp note: https://scholar.google.com/citations?hl=id&authuser=1&user=yQAn5B8AAAAJ ID SINTA Dosen Pembimbing: Dede Kurnia: 6717349 Ismail Yusup: 6146933 abstract: Kinerja pemasaran memiliki peran sentral dalam pertumbuhan bisnis, namun pada praktiknya banyak pelaku UMK masih mengalami kesulitan dalam mencapainya. Penelitian ini bertujuan untuk mengetahui pengaruh pelatihan pemasaran terhadap kinerja pemasaran pada pelaku Usaha Mikro Kecil (UMK) binaan Lazismu Jawa Barat. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif verifikatif. Populasi dalam penelitian ini adalah 35 orang UMK binaan Lazismu Jawa Barat yang telah mengikuti pelatihan pemasaran, dan seluruhnya dijadikan sampel melalui teknik sampling jenuh. Instrumen yang digunakan adalah kuesioner berskala Likert dan data dianalisis menggunakan regresi linear sederhana dengan bantuan SPSS versi 29.0. Hasil penelitian ini menunjukkan bahwa pelatihan pemasaran memberikan pengaruh positif dan signifikan terhadap peningkatan kinerja pemasaran. Kontribusi yang diberikan melalui pelatihan tersebut mencapai sebesar 62%, yang mengindikasikan bahwa sebagian besar variasi dalam kinerja pemasaran dapat dijelaskan oleh efektivitas pelatihan yang diikuti oleh pelaku usaha. Marketing performance plays a central role in business growth, but in practice, many MSME players still find it difficult to achieve. This study aims to determine the effect of marketing training on marketing performance among micro and small enterprises (MSEs) under the guidance of Lazismu West Java. This study uses a quantitative method with a descriptive-verificative approach. The population in this study consists of 35 MSEs under the guidance of Lazismu West Java who have participated in marketing training, and all of them were selected as samples using a saturated sampling technique. The instrument used was a Likert scale questionnaire, and the data was analyzed using simple linear regression with the help of SPSS version 29.0. The results of this study indicate that marketing training has a significant effect on improving marketing performance. The contribution provided through this training reached 62%, indicating that most of the variation in marketing performance can be explained by the effectiveness of the training attended by business actors. date: 2025-08-27 date_type: published institution: Universitas Pendidikan Indonesia department: KODEPROD194202#Kewirausahaan Kampus Tasikmalaya_S1 thesis_type: other thesis_name: other official_url: https://repository.upi.edu/ related_url_url: https://perpustakaan.upi.edu/ related_url_type: org citation: Salwa Salsabila Aulia Rahmani, - and Dede Kurnia, - and Ismail Yusup, - (2025) PENGARUH PELATIHAN PEMASARAN TERHADAP KINERJA PEMASARAN: Studi Kasus UMK Binaan Lazismu Jawa Barat. S1 thesis, Universitas Pendidikan Indonesia. document_url: http://repository.upi.edu/141506/1/S_KWU_2103604_Title.pdf document_url: http://repository.upi.edu/141506/2/S_KWU_2103604_Chapter1.pdf document_url: http://repository.upi.edu/141506/3/S_KWU_2103604_Chapter2.pdf document_url: http://repository.upi.edu/141506/4/S_KWU_2103604_Chapter3.pdf document_url: http://repository.upi.edu/141506/5/S_KWU_2103604_Chapter4.pdf document_url: http://repository.upi.edu/141506/6/S_KWU_2103604_Chapter5.pdf document_url: http://repository.upi.edu/141506/7/S_KWU_2103604_Appendix.pdf