MEMBANGUN KINERJA UMKM DENGAN KAPABILITAS PEMASARAN

Abstract

The purposes of this study was to analyze the influence of pricing capabilities, product capabilities, channel management capabilities and communication capabilities on marketing performance at restorant SME’s in Banyumas regency. The samples are 64 managers ofrestorant SME’s. Data processed by path analysis using SPSS 16.0. The results showed that pricing capabilities, product capabilities, channel management capabilities and communication capabilities affect marketing performance. The total communication capabilities on marketing performance was 80,2 percent (R2= 0,802) and the influence others variables was 19,8 percent (Pye2 = 0,198). Managers need to give attention to factors that may increase pricing capabilities, product capabilities, channel management capabilities and communication capabilities to increase the marketing performance in order to the continuity of the bussiness. Keywords : capabilities, performanve, sme’s