Pengaruh Pengetahuan Kewirausahaan, Strategi Pemasaran Dan Lokasi Usaha Terhadap Keberhasilan UMKM (Studi Kasus Pada Pengrajin Perak Kotagede, Yogyakarta)

Muhammad Alfiannur (Universitas Ahmad Dahlan)
Beni Suhendra Winarso (Fakultas Ekonomi dan Bisnis, Universitas Ahmad Dahlah Yogyakarta)

Equilibrium: Jurnal Ekonomi-Manajemen-Akuntansi
Vol 19, No 1 (2023): April

This study examines the "Effect of entrepreneurial knowledge, marketing strategy and business location on the success of MSME business (case study on silver craftsmen Kotagede Yogyakarta)". The independent variables used are entrepreneurial knowledge, marketing strategy, business location, and business success variables. The Quantitative approach was used in this research to gather the data. The method used is multiple linear regression processed using SPSS. The results of this study indicate that the entrepreneurial knowledge variable affects business success, the marketing strategy variable affects business success, location variable affects business success. Simultaneously, entrepreneurial knowledge, marketing strategy, and business location affect business success.