Menguji Hubungan Antara Strategi Pemasaran, Loyalitas Pelanggan, Keterlibatan Karyawan Terhadap Profitabilitas UMKM Kuliner di Kota Bandung
DOI:
https://doi.org/10.58812/jbmws.v2i02.337Kata Kunci:
Strategi Pemasaran, Loyalitas Pelanggan, Keterlibatan Karyawan, Kinerja UMKM, Industri KulinerAbstrak
Penelitian ini menguji pengaruh strategi pemasaran, loyalitas pelanggan, dan keterlibatan karyawan terhadap kinerja usaha mikro, kecil dan menengah (UMKM) dalam industri kuliner di Kota Bandung. Penelitian ini menggunakan desain penelitian kuantitatif, dan data dikumpulkan melalui kuesioner survei yang didistribusikan kepada sampel purposif UMKM yang beroperasi di industri kuliner. Statistik deskriptif dan regresi berganda digunakan untuk menilai pengaruh gabungan terhadap kinerja UMKM. Temuan menunjukkan bahwa strategi pemasaran, loyalitas pelanggan, dan keterlibatan karyawan secara signifikan mempengaruhi kinerja UMKM. Strategi pemasaran yang efektif, loyalitas pelanggan yang tinggi, dan keterlibatan karyawan dikaitkan dengan hasil kinerja yang lebih baik. Hasil penelitian ini berkontribusi pada pemahaman tentang faktor-faktor yang mempengaruhi kinerja UMKM di industri kuliner dan memberikan wawasan praktis bagi UMKM dan pembuat kebijakan untuk meningkatkan daya saing mereka.
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