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kholid Murtadlo

Abstract
Micro, Small and Medium Enterprises (MSMEs) have a very important role in supporting the national economy, MSMEs are considered as strong and resilient businesses from the global crisis. Although the development of MSMEs is currently experiencing quite rapid development, it cannot be separated from several obstacles. One of the constraints experienced by MSMEs is the lack of effective knowledge management and the ineffective use of technology. This is something that must be improved by MSME actors in order to increase their business. The purpose of this study was to determine the effect of human capital, structural capital, relational capital, and digital marketing on the performance of MSMEs. The population in this study were all food and beverage MSME managers assisted by the Satrya Emas program in Pasuruan Regency. The sample required is 138 respondents. The research method used is quantitative method using multiple linear regression analysis approach. This study uses the SPSS 22 program. The results of this study indicate that the human capital variable (X1) partially has a significant effect on the performance of MSMEs (Y) with tcount 4.865 > ttable of 1.977 and sig value of 0.001 <0.05, structural capital variable (X2) partially has a significant effect on performance. MSMEs (Y) with tcount 3,591 > ttable of 1,977 and sig value of 0.003 < 0.05, the relational capital variable (X3) partially has a significant effect on the performance of MSMEs (Y) with tcount of 6.014 > ttable of 1.977 and sig value of 0.004 < 0, 05, and the digital marketing variable (X4) partially has a significant effect on the performance of MSMEs (Y) with tcount 4.177 > ttable 1.977 and sig value 0.004 <0.05
Keywords: Human Capital, Structural Capital, Relational Capital, Digital Marketing, SMEs


Abstrak


Usaha Mikro Kecil Menengah (UMKM) menjadi salah satu peranan yang sangat penting dalam menunjang perekonomian nasional, UMKM dianggap sebagai usaha yang kuat dan tahan dari terpaan krisis global. Meskipun perkembangan UMKM saat ini sudah mengalami perkembangan yang cukup pesat, namun hal itu tidak lepas dari beberapa kendala. Kendala yang dialami UMKM salah satunya adalah kurang efektifnya pengelolaan pengetahuan dan kurang efektifnya penggunaan teknologi. Hal inilah yang harus ditingkatkan  oleh para pelaku UMKM agar dapat meningkatkan usahanya.


Tujuan penelitian ini adalah untuk mengetahui pengaruh human capital, structural capital, relational capital, dan digital marketing terhadap kinerja UMKM. Populasi dalam penelitian ini adalah seluruh pegelola UMKM makanan dan minuman binaan program satrya emas Kabupaten Pasuruan. Sampel yang diperlukan adalah 138 responden. Metode penelitian yang digunakan adalah metode kuantitatif dengan menggunakan pendekatan analisis regresi linier berganda. Penelitian ini menggunakan program SPSS 22.


Hasil penelitian ini menunjukkan hasil bahwa variabel human capital (X1) secara parsial berpengaruh signifikan terhadap kinerja UMKM (Y) dengan thitung 4,865 > ttabel sebesar 1,977 dan nilai sig 0,001 < 0,05, variabel structural capital (X2) secara parsial berpengaruh signifikan terhadap kinerja UMKM (Y) dengan thitung 3,591 > ttabel sebesar 1,977 dan nilai sig 0,003 < 0,05, variabel relasional capital (X3) secara parsial berpengaruh signifikan terhadap kinerja UMKM (Y) dengan thitung 6,014 > ttabel sebesar 1,977 dan nilai sig 0,004 < 0,05, dan variabel digital marketing (X4) secara parsial berpengaruh signifikan terhadap kinerja UMKM (Y) dengan thitung 4,177 > ttabel sebesar 1,977 dan nilai sig 0,004 < 0,05.


Kata Kunci: Modal Manusia, Modal Struktural, Modal Relasional, Pemasaran Digital, UKM


Keywords: Human Capital Structural Capital Relational Capital Digital Marketing SMEs Modal Manusia Modal Struktural Modal Relasional Pemasaran Digital ukm
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