Marketing Strategy and Self-efficacy on MSME Performance

Abstract

Strategy and belief in one's abilities are factors that are certainly needed by business owners from small to large. Both can be steps in facing challenges and various environmental situations in the changing business world to achieve good business performance. This quantitative study aims to analyze marketing strategies, and self-efficacy on the performance of MSMEs. This study involved 30 respondents (SMEs) in Surakarta as research subjects. Collecting data using a survey method with interview techniques using a questionnaire. The collected data were analyzed using SPSS software by performing instrument tests, classical assumption tests, and hypothesis testing. The results of this study inform that (1) Marketing strategy affects the performance of MSMEs, and (2) Self-efficacy affects the performance of SMEs. Following up on the findings of this study, it is hoped that in the future MSMEs will be able to optimize financial management and optimize the importance of self-control (self-efficacy) in business implementation.

Peran Inklusi Keuangan, Literasi Keuangan, Self Efficacy, Locus of Control, pada Kinerja Usaha Mikro, Kecil dan Menengah

“…Faktor internal adalah faktor dari individu pemilik atau representatif pemilik sebagai pengambil keputusan bisnis dalam operasional sehari-hari di UMKM. Literasi keuangan (Diptyana et al, 2022;Hilmawati & Kusumaningtias, 2021) dan karakteristik individual seperti self efficacy (Yusnita et al, 2023) dan locus of control (Darmawan et al, 2021;Putri & Bandi, 2023) terbukti memengaruhi kinerja UMKM . Faktor eksternal merupakan faktor di luar UMKM, seperti ketersediaan pendanaan dari pihak eksternal, atau kebijakan kebijakan pemerintah.…”