Faktor yang memengaruhi keberhasilan perusahaan local brand milik perempuan di Jakarta = Factors affecting the succses of women's local brand companies in Jakarta

Patras, Stefani (2022) Faktor yang memengaruhi keberhasilan perusahaan local brand milik perempuan di Jakarta = Factors affecting the succses of women's local brand companies in Jakarta. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini memiliki tujuan dalam mengidentifikasi faktor-faktor yang memengaruhi kinerja perusahaan local brand yang dimiliki oleh perempuan di DKI Jakarta. Terdapat faktor-faktor keberhasilan usaha yang memengaruhi variabel terikat yaitu kinerja perusahaan seperti faktor sosial, psikologis, ekonomi, sumber daya, dan kepuasan wirausaha yang merupakan satu instrumen penting dalam penelitian. Sejumlah penelitian telah mengakui adanya faktor pendukung yang memengaruhi kinerja bisnis milik perempuan. Namun pada penelitian kali ini sebanyak 320 responden valid yang merupakan pengusaha perempuan memberikan hasil bahwa terdapat hipotesis yang ditolak yaitu variabel faktor sumber daya berpengaruh langsung terhadap faktor kepuasan wirausaha. Metode kuantitatif dalam penelitian ini dilakukan dengan non-probability sampling berdasarkan teknik purposive sampling, responden didapatkan dengan penyebaran kusioner online melalui Google Form yang kemudian akan dilakukan uji analisis SEM dengan software SmartPLS dengan syarat T-statistic ≥ 1,96 untuk mendapatkan hasil model luaran dan dalam untuk kemudian dapat diambil kesimpulan / This study aims to identify the factors that influence the performance of local brand companies owned by women in DKI Jakarta. There are business success factors that influence the dependent variable, namely company performance such as social, psychological, economic, resource, and entrepreneurial satisfaction factors which are an important instrument in research. A number of studies have acknowledged the existence of supporting factors that influence the performance of women-owned businesses. However, in this study as many as 320 valid respondents who were female entrepreneurs gave the result that there was a rejected hypothesis, namely that the resource factor variable had a direct effect on the entrepreneurial satisfaction factor. The quantitative method in this study was carried out using non-probability sampling based on purposive sampling technique, respondents were obtained by distributing online questionnaires via Google Form which would then be tested with SEM analysis using SmartPLS software with T-statistics ≥ 1.96 to get the results of the output model and in order to draw conclusions later.

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