Keterkaitan Budaya dan Strategi Pemasaran Pada UMKM
DOI:
https://doi.org/10.37253/altasia.v2i2.550Keywords:
Budaya; Strategi Pemasaran; UMKMAbstract
UMKM dijadikan sebagai salah satu penggiat perekonomian nasional dimasa depan. Hal tersebut terlihat dari perkembangan pelaku UMKM yang setiap tahun mengalami peningkatan. Guna mencapai perkembangan UMKM yang optimal, tentunya hal tersebut tidak terlepas dari peran strategi pemasaran pada UMKM. Dimana strategi pemasaran UMKM tidak dapat terlepas dari budaya yang tumbuh dan berkembang pada UMKM itu sendiri. Berlandaskan hal tersebut nampak pentingnya mengkaji hubungan antara budaya terhadap strategi pemasaran yang diterapkan pada UMKM. Metode yang digunakan dalam penelitian ini adalah deskriptif eksplanatori, dengan melakukan survey terhadap 65 pemilik UMKM yang berada di Kabupaten Tasikmalaya. Data kuantitatif berupa kuesioner yang diperoleh dari penelitian ini diuji menggunakan partial least square utk mengetahui hubungan yang ada diantara variabel budaya dan variabel strategi pemasaran. Hasil penelitian menunjukkan adanya hubungan yang positif antara budaya dan strategi pemasaran. Yang menunjukkan bahwa penerapan strategi pemasaran pada UMKM tergantung dari budaya yang terdapat pada para pelaku UMKM. Hal lain yang ditemukan dari penelitian ini adalah pada variabel budaya terdapat dua dimensi yang memiliki nilai yang paling besar dalam membangun variabel budaya yaitu kenyamanan dan kesetaraan gender. Penelitian ini diharapkan dapat dimanfaatkan oleh para pelaku UMKM dalam penyusunan strategi pemasaran dengan mengacu pada budaya yang tumbuh dan berkembang pada UMKM
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