PENGARUH KEMITRAAN USAHA DAN STRATEGI PEMASARAN TERHADAP KEBERHASILAN USAHA MIKRO DAN KECIL BINAAN PT. BANK RAKYAT INDONESIA WILAYAH DKI JAKARTA

PUTRANTO, DESTA DWI (2015) PENGARUH KEMITRAAN USAHA DAN STRATEGI PEMASARAN TERHADAP KEBERHASILAN USAHA MIKRO DAN KECIL BINAAN PT. BANK RAKYAT INDONESIA WILAYAH DKI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT DESTA DWI PUTRANTO. The Parternship Busnissess and Marketing Strategies to the success of micro and small enterprises assisted PT. Bank Rakyat Indonesia region Jakarta. Concentration Education Cooperative Economics, Program Studies of Economics Education, Department of Economics and Administration,Faculty of Economy State University of Jakarta. 2015. This research purpose is to find out the Parternship Busnissess and Marketing Strategies to the success of micro and small enterprises assisted PT. Bank Rakyat Indonesia region Jakarta. This research was conducted February until May 2015 in several small and micro businesses assisted Bank Rakyat Indonesia Jakarta. This type of research is survey, with corelational approach. Interview and questionnaire are research technique. Test the validity of using the product moment formula and reliability testing using Cronbach Alpha 0.863 with results for the instrument business partnerships, 0.903 for instruments marketing strategy, and 0.864 for the instrument business success means to have a very high level of reliability. The population in this research is the micro and small businesses who have partnered with Bank Rakyat Indonesia Region Jakarta, amounting to 102 businesses. Sampling using samples according Arikunto amounting to 35 businesses.. The data analysis technique used was multiple linear regression, classic assumption test, and the hypothesis test consist of t-test and F-test. Based on the analysis of the data found that there was a partial effect between Parternship Busnissess toward the success of micro and small enterprises. Can be seen from the results of data analysis showed t 3,483 greater than t 1,692. Meanwhile, the partial use of Marketing Strategies are affected by the success of micro and small enterprises, it is seen from the results of data analysis showed ttable count 2,125 greater than t 1,692.. Simultaneously there is influence between Parternship Busnissess and Marketing Strategies to the success of micro and small enterprises. Can be seen from the results of data analysis showed F count table value of 17,600 is greater than the value of F 3.29. There was a significant positive influence of Parternship Busnissess and Marketing Strategies to the success of micro and small enterprises equation with R for 0,724 and determination coefisien for (R)2 was 52,4%. Keywords: partenership bussninises, marketing strategy , the suscess of busnnisses micro and small.

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