Kreativitas Kewirausahaan dan Kapabilitas Digital Marketing terhadap Kinerja UMKM Medan Tembung

Rachel Rapiana Napitupulu; Sabda Dian Nurani Siahaan

doi:10.31004/riggs.v5i2.14394

Authors

Rachel Rapiana Napitupulu Universitas Negeri Medan
Sabda Dian Nurani Siahaan Universitas Negeri Medan

DOI:

https://doi.org/10.31004/riggs.v5i2.14394

Keywords:

Kreativitas Kewirausahaan, Kapabilitas Digital Marketing, Kinerja UMKM, Medan Tembung

Abstract

Usaha mikro, kecil, dan menengah (UMKM) menghadapi persaingan yang semakin ketat dan perubahan pola pemasaran sehingga kinerja usaha perlu dikaji dari faktor internal pelaku usaha. Penelitian ini bertujuan menganalisis pengaruh kreativitas kewirausahaan dan kapabilitas digital marketing terhadap kinerja UMKM di Kecamatan Medan Tembung, Kota Medan, baik secara parsial maupun simultan. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 pemilik atau pengelola UMKM yang dipilih secara purposive. Pengukuran dilakukan menggunakan kuesioner 36 butir berskala Likert 1–5. Data dianalisis dengan regresi linear berganda menggunakan SPSS versi 26 setelah uji validitas, reliabilitas, dan asumsi klasik. Seluruh butir dinyatakan valid dan ketiga variabel reliabel dengan Cronbach's alpha 0,81–0,87. Hasil penelitian menunjukkan kreativitas kewirausahaan (B = 0,345; p < 0,001) dan kapabilitas digital marketing (B = 0,412; p < 0,001) berpengaruh positif dan signifikan terhadap kinerja usaha secara parsial. Kedua variabel juga berpengaruh signifikan secara simultan (F = 77,146; p < 0,001) dengan R² sebesar 0,613. Kapabilitas digital marketing memiliki kontribusi relatif lebih besar daripada kreativitas kewirausahaan. Karena desain survei bersifat cross-sectional, hasil penelitian dibaca sebagai hubungan asosiatif yang berlaku pada sampel penelitian. Temuan ini menegaskan pentingnya penguatan kreativitas kewirausahaan dan kapabilitas digital marketing dalam peningkatan kinerja UMKM. Secara praktis, pelaku UMKM perlu mengembangkan kreativitas usaha dan memanfaatkan pemasaran digital secara lebih optimal. Penelitian selanjutnya disarankan memperluas cakupan sampel dan menggunakan desain longitudinal agar hasil dapat digeneralisasi lebih luas.

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