Evaluasi Kinerja UMKM Ditinjau Dari Aspek Keuangan Dan Aspek Pemasaran Pasca Pandemi Covid 19
DOI:
https://doi.org/10.31949/entrepreneur.v4i1.3552Abstract
This study aims to provide empirical evidence regarding the importance of evaluating the
performance of MSMEs after the Covid-19 pandemic. Using financial aspects and marketing
aspects, the study tries to examine the extent to which financial and marketing aspects affect the
performance of MSMEs. A total of 75 Batik SMEs domiciled in Pekalongan City participated in this
study. The analysis technique used is multiple linear regression with hypothesis testing.
The results of the study revealed that the financial aspect and the marketing aspect contributed to
the improvement of the performance of Batik UMKM after the Covid 19 pandemic, so that the
proposed hypothesis was supported. The financial aspect has a significant positive effect on the
performance of MSMEs, as well as the marketing aspect has a significant positive effect on the
performance of MSMEs.
Developing countries such as Indonesia see MSMEs as a way out of poverty so it is necessary to
create superior MSMEs so that they can compete in the global market. Great attention through
financial and marketing aspects can realize competitive small and medium scale industries.
Keywords:
Financial Aspects; Marketing Aspects; MSME PerformanceDownloads
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