Marka, Mira Meilia (2021) Improving the Marketing Performance of SMEs in Kudus Regency. Review Management and Entrepreneurship, 5 (1). pp. 59-74. ISSN 2548-3536
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This study used multiple regression analysis. The goal to be achieved is to analyze the influence of social capital and human capital on marketing performance. This study was aimed to develop and provide solutions to research gap problems in social capital and human capital towards marketing performance. The research sample is the 201 respondents involved with SMEs in Kudus. The results show that social capital has no significant effect on marketing performance and human capital has a positive and significant influence on marketing performance. The results show that the main problem faced by SMEs is human capital. SMEs can improve marketing performance through improving their business skills and product innovation.
| Item Type: | Article |
|---|---|
| Kata Kunci: | social capital, human capital, marketing performance |
| Subjects: | Ilmu-ilmu Sosial > Ilmu-ilmu Sosial (Umum) Ilmu-ilmu Sosial > Teori Ekonomi Ilmu-ilmu Sosial > Perdagangan. Perniagaan Ilmu-ilmu Sosial > Perdagangan. Perniagaan > Pemasaran. Distribusi produk |
| Program Studi: | Fakultas Ekonomi > Manajemen (S1) |
| Depositing User: | Mrs Mira Meilia Marka |
| Date Deposited: | 13 Jan 2023 19:21 |
| Last Modified: | 13 Jan 2023 19:21 |
| URI: | http://eprints.umk.ac.id/id/eprint/18135 |
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