ANALISIS KARAKTERISTIK WIRAUSAHA, MODAL, DAN STRATEGI PEMASARAN TERHADAP PERKEMBANGAN UMKM GOFOOD BEKASI DENGAN INTERVENING INOVASI
Keywords:UMKM, GoFood, Entrepreneur, Marketing, Innovation
This study aims to determine the effect of entrepreneurial characteristics, capital, marketing strategies on business development with Innovation as an intervening variable. The research method used quantitative methods with primary
data. The sample of 135 respondents, namely Micro, Small and Medium Enterprises (MSME) business owners, used the GoFood application. Analysis tools with SPSS 26. The first structure model's research results show that only the Entrepreneurial Characteristics and Capital variables affected Innovation. The second structural model was only Capital and Innovation, which affected Business Development. The implication is as a reference for GoFood corporate decision-makers and GoFood Culinary Partners MSMEs related to Entrepreneurial Characteristics, Capital, Marketing and Innovation. Conclusion: Innovation affected business development. Mediation analysis showed that Innovation mediated the association between Entrepreneurial Characteristics and Business Development. Entrepreneurial Characteristics and Capital influence innovation, but entrepreneurial characteristics do not affect the business development. Capital has a positive correlation with business development; however, capital did not affect business development through Innovation. Marketing strategy has implications for business development through Innovation. On the other hand, Marketing Strategy did not affect Business Innovation and Development. We suggest that future research should add samples or variables.