INOVASI DAN KINERJA PEMASARAN USAHA KECIL DENGAN KEPEMIMPINAN TRANFORMASIONAL SEBAGAI VARIABLE MODERASI: BUKTI EMPIRIS DARI UMKM BATIK JAMBI
DOI:
https://doi.org/10.31004/jrpp.v8i1.40285Keywords:
Inovasi, Kinerja Pemasaran, Kepemimpinan TransformasionalAbstract
Penelitian ini bertujuan untuk mengetahui bagaimana hubungan inovasi dengan kinerja pemasaran UMKM dan apakah kepemimpinan transformasional memoderasi hubungan tersebut. Untuk tujuan ini telah dikumpulkan data melalui penyebaran angket kepada 120 orang responden yang terdiri dari pemimpin industri batik Jambi. Data yang sudah dikumpulkan dianalisis dengan metode regresi sederhana dan moderated regression analysis (MRA) dengan bantuan SPSS versi 24. Ditemukan bahwa inovasi berpengaruh positif dan signifikan terhadap kinerja pemasaran dan kepemimpinan transformasional memoderasi hubungan inovasi dengan kinerja pemasaran. Dengan kata lain, kepemimpinan transformasional memperkuat hubungan inovasi dengan kinerja pemasaran. Oleh sebab itu dianjurkan agar para pelaku dan pemimpin UMKM melakukan investasi dalam kegiatan inovasi produk, inovasi proses, inovasi pemasaran, dan inovasi organisasi dengan pemimpin yang berkarakter transformasionalReferences
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