STRATEGI PENGEMBANGAN KINERJA PEMASARAN UMKM BORDIR MELALUI HUMAN CAPITAL DAN SOCIAL CAPITAL DENGAN KEMAMPUAN INOVASI SEBAGAI VARIABEL PEMEDIASI
Keywords:
Social Capital, Human Capital, Innovation Capability, Marketing PerformanceAbstract
This research examined how to improve marketing performance embroidery industry in Padurenan village through human capital and social capital with the ability to innovate as an intervening variable. Census method are used to seeing the responses of 21 embroidery industry to the questions of the research. This research used Structural Equation Model (SEM) under WrapPLS 5.0 program as analysis tools. This research indicated that the improvement of value of human capital and its ability to innovate will be happened if social capital owned by embroidery industry become better. When the value of human capital was high, the ability to innovate by embroidery industry would be stronger. This research will also explain that the increased of marketing performance is influenced by the level of capability to innovate. Social capital and human capital can’t influence marketing performance without innovation capability. This means that innovation capability moderated the relationship of social capital and human capital toward marketing performance.References
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