PERAN MEDIASI BUSINESS ADAPTIBILITY TERHADAP MARKETING CAPABILITY DAN INNOVATION CAPABILITY PADA UKM AMPLANG DI SAMARINDA
DOI:
https://doi.org/10.46229/b.e.e..v6i1.883Kata Kunci:
Marketing Capability, Business Adaptability, Innovation Capability, UKM AmplangAbstrak
Penelitian ini bertujuan untuk mengamati pengaruh dari marketing capability terhadap innovation capability yang dimediasi oleh business adaptability dengan obyek penelitian UKM Amplang di Samarinda. UKM Amplang merupakan salah satu jenis usaha yang populer di Samarinda dan terus berkembang. Dalam penelitian ini data penelitian diperoleh dengan penyebaran angket kepada responden penelitian yaitu pengelola UKM Amplang di Samarinda sebanyak 100 responden. Data yang diperoleh kemudian diolah menggunakan teknik analisis data dengan model PLS. Hasil penelitian menunjukkan bahwa marketing capability memiliki pengaruh terhadap business adaptability dan innovation capability. Dalam penelitian ini juga didapati bahwa business adaptability tidak berpengaruh terhadap innovation capability. Dalam penelitian ini juga ditemukan bahwa tidak terdapat pengaruh mediasi dari business adaptability terhadap pengaruh marketing capability terhadap innovation capability
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