Pengaruh Entrepreneurial Marketing dan Inovasi Produk Terhadap Daya Saing Usaha Kecil Menengah (UKM) di Bali

Abstract

The purpose of this study is to analyze and explain the effect of entrepreneurial marketing and product innovation on competitiveness. This research was conducted in the Province of Bali, particularly in exporters of processed wood handicraft which is currently the dominant export in the Province of Bali. Data from the Bali Provincial Office of Trade and Industry shows that wood export handicraft products are distributed more in four districts and cities, namely Denpasar City, Badung Regency, Gianyar and Tabanan.These four districts/cities are known as the Sarbagita area of Bali Province. The population in this study amounted to10,455 people proportionately distributed in each region, namely Tabanan Regency with 350 people, Denpasar City with 2,134 people, Badung Regency with 2,636 people, and Gianyar Regency with 5,335 people. Sampling using a proportional random sampling method with a total sample of 100 people. Research analysis techniques with a quantitative approach based on multivariate analysis using structural equation modeling (SEM) based on Partial Least Square (PLS). The results show that entrepreneurial marketing as a construct that does not have a significant influence on competitiveness, means that entrepreneurial marketing has not been so well done by SMEs so that it has not been able to improve competitiveness, while the results of data processing in this study answer the hypothesis formulation that states product innovation has an influence on competitiveness.

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