STRATEGI PEMASARAN DAN PENGELOLAAN SUMBER DAYA MANUSIA DALAM MENINGKATKAN DAYA SAING UMKM DI KABUPATEN KERINCI

Authors

  • Enny Sestriyenti AMIK Depati Parbo Kerinci
  • Mohd. Pajri AMIK Depati Parbo Kerinci
  • Edwin Bustami STIA Nusantara Sakti Sungai Penuh

DOI:

https://doi.org/10.36272/jes.v14i3.456

Keywords:

Daya saing, kerinci, manajemen sumber daya manusia, strategi pemasaran, UMKM

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.

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References

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Published

12/31/2025

Issue

Vol. 14 No. 3 (2025)

Section

Articles

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