Keterbatasan Akses Pasar dan Peran Pemasaran dalam Meningkatkan Kewirausahaan di Indonesia
DOI:
https://doi.org/10.58812/jekws.v3i02.2149Kata Kunci:
Akses Pasar, Strategi Pemasaran, Kinerja Kewirausahaan, Pengusaha Indonesia, Digitalisasi, Infrastruktur dan Regulasi, Ekosistem KewirausahaanAbstrak
Akses pasar yang terbatas masih menjadi tantangan yang signifikan bagi para pengusaha di Indonesia, yang menghambat kemampuan mereka untuk mencapai pertumbuhan bisnis yang berkelanjutan. Studi ini menyelidiki dampak dari akses pasar yang terbatas dan strategi pemasaran terhadap kinerja kewirausahaan menggunakan metode kuantitatif. Data dikumpulkan dari 110 responden melalui kuesioner terstruktur, dan hasilnya dianalisis menggunakan SPSS versi 25. Temuan penelitian mengungkapkan bahwa akses pasar yang terbatas berdampak negatif terhadap kinerja kewirausahaan, sementara strategi pemasaran berkontribusi positif terhadapnya. Pengusaha yang mengintegrasikan perangkat digital dengan pendekatan tradisional melaporkan tingkat kinerja tertinggi. Studi ini menyoroti pentingnya mengatasi hambatan infrastruktur dan regulasi sambil menekankan peran pemasaran yang efektif dalam mengatasi tantangan pasar. Wawasan ini memberikan implikasi praktis bagi para pengusaha, pembuat kebijakan, dan pemangku kepentingan untuk menumbuhkan ekosistem kewirausahaan yang lebih mendukung.
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Hak Cipta (c) 2025 Muhammad Fauzan
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