Kapabilitas Pemasaran dan Kinerja Pemasaran Pada Pelaku UMKM Roti Kacang, Sumatera Utara

Abstrak Efek covid-19 terasa luar biasa mempengaruhi perekonomian daerah di Indonesia. Dari aspek ekonomi usaha rakyat terutama usaha kecil, mikro, dan menengah. Transaksi yang menurun secara tiba-tiba sejak covid-19 ada sekitar Januari 2020. Di masa pendemik Covid-19 peranan pemasaran menjadi penting untuk diperhatikan UMKM dalam bentuk memperkenalkan produk dan jasa yang dimiliki. Pemasaran memainkan peranan penting dalam menentukan strategi orientasi dan hasil UMKM. Tujuan penelitian ini dilakukan untuk mengetahui kapabilitas inovasi dan kapabilitas responsif terhadap kinerja pemasaran pelaku UMKM Roti Kacang di Kota Tebing Tinggi. Penelitian ini merupakan penelitian deskriptif kuantitatif yang bertujuan untuk mengetahui hubungan antar variabel penelitian yaitu kapabilitas inovasi, kapabilitas responsive, dan kinerja pemasaran menggunakan enelitian deskriptif kauntitatif. Lokasi Penelitian dilakukan di Kota Tebing Tinggi, dimana objek penelitian ini adalah usaha kecil menegah roti kacang yang terdaftar pada Dinas Koperasi dan UMKM Pemerintah kota Tebing Tinggi. Populasi penelitian adalah seluruh UKM Roti Kacang Khas Tebing Tinggi yang terdaftar di Dinas Koperasi dan UMKM Pemerintah Kota Tebing Tinggi. Penelitian ini menggunakan teknik sampling yaitu purposive sampling menggunakan kriteria khusus yaitu; telah berjualan selama 5 tahun, penghasilkan > 5 juta perbulan, dan bersedia mengisi kuesioner. Berdasarkan data dari Dinas Koperasi dan UMKM Kota Tebing Tinggi sebanyak 130 UMKM yang memenuhi kriteria tersebut sehingga keseluruhan dijadikan sampel. Hasil penelitian menjelaskan bahwa hipotesis pertama terdapat pengaruh positif dan signifikan kapabilitas inovasi terhadap kinerja pemasaran. Hipotesis kedua juga menjawab adanya pengaruh positif dan signifikan kapabilitas responsif terhadap kinerja pemasaran. Kata Kunci: Kapabilitas Inovasi, Kapabilitas Responsif, Kinerja Pemasaran Abstract The effects of COVID-19 have had a tremendous impact on the regional economy in Indonesia. From the economic aspect of people's businesses, especially small, micro and medium enterprises. Transactions that have decreased suddenly since COVID-19 have been around January 2020. During the Covid-19 pandemic, the role of marketing is important for MSMEs to pay attention to in the form of introducing their products and services. Marketing plays an important role in determining the orientation strategy and results of SMEs. The purpose of this study was to determine the capability of innovation and responsiveness to the marketing performance of MSMEs in Peanut Bread in the City of Tebing Tinggi. This research is a quantitative descriptive study that aims to determine the relationship between research variables, namely innovation capability, responsive capability, and marketing performance using quantitative descriptive research. The location of the research was in the City of Tebing Tinggi, where the object of this research was a small and medium-sized peanut bread business registered with the Department of Cooperatives and MSMEs of the Tebing Tinggi city government. The research population was all of Tebing Tinggi's Typical Peanut Bread SMEs registered at the Department of Cooperatives and SMEs of the Tebing Tinggi City Government. This study uses a sampling technique that is purposive sampling using special criteria, namely; has been selling for 5 years, earning > 5 million per month, and willing to fill out a questionnaire. Based on data from the Office of Cooperatives and SMEs of Tebing Tinggi City as many as 130 SMEs that meet these criteria so that all of them are used as samples. The results of the study explain that the first hypothesis has a positive and significant effect on innovation capability on marketing performance. The second hypothesis also answers that there is a positive and significant effect of responsive capability on marketing performance. Keywords: Innovation Capability, Responsive Capability, Marketing Performance DOI : https://doi.org/10.33005/jdg.v12i1.278