PERAN MEDIASI BUSINESS ADAPTIBILITY TERHADAP MARKETING CAPABILITY DAN INNOVATION CAPABILITY PADA UKM AMPLANG DI SAMARINDA

  • Auliya Agastiya Universitas Trisakti
  • Mochamad Miftakhul Dava Busono Universitas Trisakti
  • Willy Arafah Universitas Trisakti
DOI: https://doi.org/10.46229/b.e.e..v6i1.883
Keywords: UKM Amplang, Innovation Capability, Business Adaptability, Marketing Capability

Abstract

This research aims to observe the influence of marketing capability on innovation capability which is mediated by business adaptability with the research object of UKM Amplang in Samarinda. Amplang UKM is a type of business that is popular in Samarinda and continues to grow. In this study, research data was obtained by distributing questionnaires to research respondents, namely the managers of Amplang UKM in Samarinda, totaling 100 respondents. The data obtained was then processed using data analysis techniques with the PLS model. The research results show that marketing capability has an influence on business adaptability and innovation capability. In this research it was also found that business adaptability had no effect on innovation capability. In this research it was also found that there was no mediating influence from business adaptability on the influence of marketing capability on innovation capability.

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Published
2024-04-18
How to Cite
Agastiya, A., Busono, M. M. D., & Arafah, W. (2024). PERAN MEDIASI BUSINESS ADAPTIBILITY TERHADAP MARKETING CAPABILITY DAN INNOVATION CAPABILITY PADA UKM AMPLANG DI SAMARINDA. Business, Economics and Entrepreneurship, 6(1), 110-115. https://doi.org/10.46229/b.e.e.v6i1.883
Issue
Vol 6 No 1 (2024): Business, Economics and Entrepreneurship (On Progres...)
Section
Articles

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