PENGARUH SOCIAL MEDIA,LEARNING ORIENTATION DAN MARKET ORIENTATION TERHADAP MARKETING CAPABILITIES UKM KERUPUK IKAN SALUANG DI KALIMANTAN TENGAH

Vivy Kristinae, Meitiana Sahay

Abstract


Usaha Kecil Menengah (UKM) di Kalimantan Tengah menghadapi persaingan bisnis yang tinggi, dengan kemajuan teknologi dalam pemasaran. Tujuan penelitian adalah mengidentifikasi dari Marketing Capabilities dengan analisis Social Media, Learning Orientation dan Market Orientation yang mampu sebagai pengaruh yang signifikan dapat meningkatkan pemasaran sebagai Pengembangan Produk, Kemampuan harga, Kemampuan komunikasi. Penelitian di lakukan dengan wawancara dan kuesioner sebanyak 50 UKM di sektor kuliner Kal-Teng yaitu Kerupuk Ikan Saluang dan di analisis secara kuantitatif dengan regresi hasilnya positif signifikan Social Media dan Market Orientation signifikan terhadap Marketing Capabilities sedangkan Learning Orientation tidak signifikan terhadap Marketing Capabilities. Implikasi penelitian untuk berkontribusi dalam ilmu pengetahuan dan menjadi kajian/pertimbangan pelaku usaha UKM Kuliner Kal-Teng untuk meningkatkan Marketing Capabilities sebagai strategi bisnis.


Keywords


Social Media, Learning Orientation, Market Orientation & Marketing Capabilities

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DOI: https://doi.org/10.33758/mbi.v14i2.406

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