Dinamika kewirausahaan menurut orientasi kewirausahaan, kemampuan pemasaran, dan penggunaan media sosial dalam pengelolaan umkm di kota Salatiga

Supit, Naomi Teresa (2025) Dinamika kewirausahaan menurut orientasi kewirausahaan, kemampuan pemasaran, dan penggunaan media sosial dalam pengelolaan umkm di kota Salatiga. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk mengetahui bagaimana dinamika kewirausahaan yang tercermin dalam orientasi kewirausahaan, kemampuan pemasaran, dan penggunaan media sosial memengaruhi pengelolaan serta pengembangan UMKM kuliner tradisional dan modern di Kota Salatiga. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara mendalam, observasi partisipatif, dan dokumentasi. Populasi dalam penelitian ini adalah pelaku UMKM kuliner di Kota Salatiga, dengan sampel sebanyak 11 UMKM yang dipilih menggunakan teknik purposive sampling berdasarkan kriteria pengalaman usaha minimal dua tahun dan keterlibatan langsung dalam pengambilan keputusan bisnis. Hasil penelitian menunjukkan bahwa orientasi kewirausahaan yang proaktif, kemampuan pemasaran yang adaptif, serta penggunaan media sosial yang konsisten berkontribusi terhadap pertumbuhan dan daya saing UMKM; namun, hambatan struktural seperti keterbatasan modal, literasi digital yang rendah, dan kurangnya pendampingan masih menjadi tantangan signifikan. Penelitian selanjutnya disarankan untuk menggunakan pendekatan kuantitatif atau metode campuran agar hasil dapat digeneralisasi secara lebih luas, serta mengeksplorasi intervensi kebijakan yang efektif dalam mendukung transformasi digital UMKM di daerah./This study aims to examine how entrepreneurial dynamics—reflected through entrepreneurial orientation, marketing capabilities, and the use of social media—influence the management and development of traditional and modern culinary MSMEs in Salatiga City. This research uses a descriptive qualitative approach with data collected through in-depth interviews, participatory observation, and documentation. The population consists of culinary MSME actors in Salatiga, with a sample of 11 MSMEs selected using purposive sampling based on criteria such as having operated for at least two years and being directly involved in strategic business decisions. The results show that proactive entrepreneurial orientation, adaptive marketing capabilities, and consistent use of social media contribute to MSME growth and competitiveness; however, structural barriers such as limited capital, low digital literacy, and lack of business mentoring remain significant challenges. Future research is recommended to adopt a quantitative or mixed-methods approach for broader generalizability and to explore effective policy interventions in supporting MSME digital transformation at the regional level.
Item Type: Thesis (Bachelor)
Creators:
Creators
NIM
Email
ORCID
Supit, Naomi Teresa
NIM01011210226
naomisupit9@gmail.com
UNSPECIFIED
Contributors:
Contribution
Contributors
NIDN/NIDK
Email
Thesis advisor
Uguy, Leroy Samy
NIDN9854740641130042
leroy.uguy@uph.edu
Uncontrolled Keywords: umkm; kewirausahaan; pemasaran; media sosial; kinerja umkm
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management
Current > Faculty/School - UPH Karawaci > Business School > Management
Depositing User: NAOMI TERESA SUPIT
Date Deposited: 26 Jun 2025 12:02
Last Modified: 26 Jun 2025 12:02
URI: http://repository.uph.edu/id/eprint/68994

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