Analisis pengaruh modal,literasi ekonomi,pemasaran dab tenaga kerja terhadap pengembangan usaha: studi pada UMKM kuliner di kota Jakarta selama covid-19

Ng, Amelia Monica (2022) Analisis pengaruh modal,literasi ekonomi,pemasaran dab tenaga kerja terhadap pengembangan usaha: studi pada UMKM kuliner di kota Jakarta selama covid-19. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Masalah utama global yang sedang dihadapi saat ini adalah krisis ekonomi yang diakibatkan oleh pandemi Covid-19. Dampak dari pandemi ini juga dirasakan oleh para pengusaha terutama UMKM. Salah satu cara agar dapat mempertahankan dan mengembangkan usaha ditengah pandemi yaitu dengan cara pemahaman literasi ekonomi dan pemasaran. Namun di Indonesia pemahaman literasi ekonomi masih sedikit yang mengerti, sehingga penggunaan pemasaran juga masih kurang di pahami. Selain literasi ekonomi dan pemasaran, modal juga menjadi permasalahan utama di masa pandemi. Kurangnya biaya tambahan modal mempengaruhi kualitas tenaga kerja di setiap perusahaan. Pada penelitian ini, peneliti merasa tertarik untuk menganalisa pengaruh modal, literasi ekonomi, pemasaran dan tenaga kerja terhadap pengembangan usaha selama pandemi Covid-19. Kuantitaitf menjadi metode pengambilan data dengan menggunakan bantuan g-form sebagai alat pengumpulan kuesioner. Pada penelitian ini meggunakan teknik pengambilan sampel non-probabilty sampling dengan metode purposive sampling dan menggunakan bantuan software SPSS 26.00 sebagai alat pengolah data. Hasil pada penelitian ini menunjukkan bahwa variabel modal, literasi ekonomi, tenaga kerja memiliki pengaruh positif terhadap pengembangan usaha, sedangkan variabel pemasaran tidak memiliki pengaruh positif terhadap pengembangan usaha / The main global problem currently faced is the economic crisis caused by the Covid-19 pandemic. The impact of this pandemic is also felt by entrepreneurs, especially MSMEs. One of the ways we are able to maintain and develop a business in the midst of the pandemic is by understanding economic literacy and marketing. However, in Indonesia, there are still few who understood the understanding of economic literacy, so the use of marketing is also still poorly understood. Besides economic and marketing literacy, capital is also a major problem during the pandemic. Lack of capital affects the quality of labor in each company. In this study, researchers are interested in analysing the effect of capital, economic literacy, marketing and labor on business development during the Covid-19 pandemic. Quantitative method is the data collection method, using the Google Form as a questionnaire collection tool. This research uses non-probability sampling technique with purposive sampling method and uses SPSS 26.00 software as a data processing tool. The results of this study indicate that the variables of capital, economic literacy, labor have a positive influence on business development, while marketing variable does not have a positive influence on business development.

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