The Effect Of Disruptive Innovation On Marketing Performance In MSMEs With Intellectual Capital Banyumas District, Central Java

Abstract

This research aims to analyze Disruptive Innovation for marketing performance using Intellectual Capital in MSMEs in the Banyumas district, Central Java. Sampling used a non-probability sampling technique using a purposive sampling method, samples were selected using certain criteria. The sample for the study was taken as many as 60 respondents with a research instrument in the form of a questionnaire which had been tested for validity and reliability. The data analysis technique used to answer the hypothesis is multiple regression analysis with the SPSS 26 data processing program. The research results show that human capital has no effect on marketing performance, structural capital has a negative and insignificant effect on marketing performance and relational capital has a positive and significant effect on marketing performance. Researchers also found that the disruptive innovation variable was able to mediate the independent variable on marketing performance.