PENINGKATAN KINERJA PEMASARAN PELAKU USAHA KULINER WARUNG TEGAL (WARTEG) DALAM MENGHADAPI BENCANA PANDEMI COVID 19 DI JAWA TENGAH

Rif'ah Dwi Astuti, Andi Setiawan, Sri Wahyuni, Bagus Yunianto Wibowo

Abstract


The problem is the phenomenon of the decline of Warteg business actors during the COVID-19 Pandemic. Warteg turnover decreased by an average of 80 percent. Researchers try to bridge the problem of inconsistency as a result of entrepreneurial orientation and innovation capability as well as marketing performance. This study uses competitive maneuverability to find solutions to the findings of business phenomena and research gaps. The sampling technique used in this study is the purposive sampling method in this case, namely Warteg with a minimum number of 205 respondents in 35 districts/cities consisting of 29 districts and 6 cities in Central Java. The analysis technique of this research will use the Structural Equation Modeling (SEM) approach to the competitive maneuverability model. The results of this empirical research become a policy model that is empirically able to provide a good policy foothold for research and government and business policy making, especially Warteg. The research outputs are in the form of suggestions for managerial implications, the formulation of scientific articles, curriculum development and textbook materials. The managerial advice is aimed at the competitive maneuverability policy of Warteg's culinary business in formulating its business development policy in the future.


Keywords


Entrepreneurial Orientation; Innovation Capability; Competitive Maneuverability; Informational Social Impact; Iconic Food Exposure; Marketing Performance

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