PENGARUH KARAKTERISTIK WIRAUSAHA DAN STRATEGI PEMASARAN TERHADAP PERKEMBANGAN UMKM DI KABUPATEN BULELENG

Abstract

This research aims to test the influence of entrepreneurial characteristics and marketing strategies on the development of MSMEs in Buleleng Regency. This research uses a quantitative descriptive approach. The data used in this study is primary data. The research method used is the surveymethod.  Data collection is carried out using kuesioner  for the purpose of collecting information from MSMEs in Buleleng Regency. Based on the level of explantion, classified as causal associative research is research to find out the relationship of causation. This study uses a multiple linear regression analysis method with the help of statistical product and service solutions  (SPSS)  25 for windows. The results of this study are (1) entrepreneurial characteristics have a positive and significant effect on the development of MSMEs; (2)marketing strategies have a positive and significant effect on the development of MSMEs; and(3)entrepreneurial characteristics and marketing strategies have a significant effect on the development of MSMEs.