PERAN MEDIASI BUSINESS ADAPTIBILITY TERHADAP MARKETING CAPABILITY DAN INNOVATION CAPABILITY PADA UKM AMPLANG DI SAMARINDA
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https://doi.org/10.9744/pemasaran.16.1.24-31
Keywords:
Marketing capability, business adaptability, innovation capability, UKM AmplangAbstract
This study aims to observe the effect of marketing capability on innovation capability mediated by business adaptability with the research object of Amplang UKM in Samarinda. Amplang UKM is one of the most popular types of businesses in Samarinda and continues to grow. In this study, research data was obtained by distributing questionnaires to research respondents, namely the owners of Amplang SMEs in Samarinda collected as many as 100 respondents. The data obtained were then processed using data analysis techniques with the PLS model. The results show that marketing capability has an influence on business adaptability and innovation capability. This study also found that business adaptability has no effect on innovation capability. In this study it was also found that there was no mediating effect of business adaptability on the effect of marketing capability on innovation capability.
Abstrak:
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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