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All Journal JURNAL EKONOMI SAKTI (JES)
Edwin Bustami
STIA Nusantara Sakti Sungai Penuh
Economics, Econometrics & Finance

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STRATEGI PEMASARAN DAN PENGELOLAAN SUMBER DAYA MANUSIA DALAM MENINGKATKAN DAYA SAING UMKM DI KABUPATEN KERINCI Enny Sestriyenti; Mohd. Pajri; Edwin Bustami
Jurnal Ekonomi Sakti Vol 14 No 3 (2025)
Publisher : LPPM - STIE SAKTI ALAM KERINCI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36272/jes.v14i3.456

Abstract

This study aims to analyze the influence of marketing strategies and human resource management on the competitiveness of Micro, Small, and Medium Enterprises (UMKM) in Kerinci Regency. The research uses a quantitative approach with data collected from UMKM actors in the region through surveys and interviews. Structural Equation Modeling (SEM) is employed to test the relationships between variables. The findings reveal that effective marketing strategies combined with well-managed human resources significantly improve UMKM performance, enhancing their market position and sustainability.
Co-Authors Enny Sestriyenti Mohd. Pajri