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All Journal Jurnal Siasat Bisnis Management and Economics Journal (MEC-J) EQIEN - JURNAL EKONOMI DAN BISNIS Ecopreneur.12 Jurnal Ilmiah Manajemen dan Bisnis Jurnal Ilmiah Manajemen Kesatuan SEMAR (Jurnal Ilmu Pengetahuan, Teknologi, dan Seni bagi Masyarakat) Jurnal Ekonomika dan Bisnis Innovative: Journal Of Social Science Research Jurnal Studi Manajemen Bisnis
Rahayu, Tina
Universitas Muria Kudus
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : Innovative: Journal Of Social Science Research

 1 
Model Peningkatan Kinerja Pemasaran pada Ikatan Wanita Pengusaha Indonesia (IWAPI) Kabupaten Kudus: Analisis Kemampuan Inovasi sebagai Variabel Mediasi Marka, Mira Meilia; Rahayu, Tina; Septanti, Annisya Lutfi; Nijwah, Izzah Sarirotun
Innovative: Journal Of Social Science Research Vol. 4 No. 6 (2024): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i6.15515

Abstract

This study aims to analyze the impact of social capital and human capital on marketing performance, with innovation capability as a mediating variable. The research object comprises all members of IWAPI (Indonesian Women Entrepreneurs Association) in Kudus Regency, totaling 40 womenpreneurs. The findings reveal that social capital significantly influences innovation capability but does not directly affect marketing performance. On the other hand, human capital has a positive and significant impact on marketing performance, both directly and through partial mediation by innovation capability. These results indicate that developing innovation capability is crucial for improving marketing performance. This study enhances understanding of how social and human capital contribute to marketing performance among womenpreneurs in Kudus Regency.
Co-Authors Amrullah, Hasanal Mahardhika Annisya Lutfi Septanti Ardian Adhiatma Arumsari, Nurul Rizka Keke Tamara Fahira Kertati Sumekar Mira Meilia Marka Nailil Muna Nailil Muna Nailil Muna Nijwah, Izzah Sarirotun Nurzahroh Lailyah Nurzahroh Lailyah Olivia Fachrunnisa Pitaloka, Wulandari Dyah Wulandari Dyah Pitaloka