Peran Keberlanjutan Bisnis Dalam Memediasi Pemasaran Kewirausahaan Terhadap Reputasi UMKM Batik Madura: Indonesia

Adinda Cahya Kamilla Firdauzi; Miftahul Jannah; Zainiyatul Afifah

doi:10.47709/jebma.v6i3.9888

Authors

Adinda Cahya Kamilla Firdauzi Universitas Trunodjoyo Madura
Miftahul Jannah Universitas Trunodjoyo Madura
Zainiyatul Afifah Universitas Trunodjoyo Madura

DOI:

https://doi.org/10.47709/jebma.v6i3.9888

Keywords:

Batik Madura, Keberlanjutan Bisnis, Pemasaran Kewirausahaan, Reputasi, UMKM

Abstract

Persaingan industri batik menuntut UMKM Batik Madura untuk harus mempertahankan keberlanjutan usaha sekaligus membangun reputasi yang baik. Pemasaran kewirausahaan berpotensi mendukung kedua aspek tersebut, tetapi peran keberlanjutan bisnis sebagai mediator masih perlu di teliti lebih lanjut. Penelitian ini bertujuan untuk menganalisis pengaruh pemasaran kewirausahaan terhadap keberlanjutan bisnis dan reputasi, pengaruh keberlanjutan bisnis terhadap reputasi, serta peran keberlanjutan bisnis dalam memediasi hubungan pemasaran kewirausahaan dan reputasi UMKM Batik Madura. Dalam penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling kepada 100 pemilik UMKM Batik Madura di Kabupaten Bangkalan, Sampang, Pamekasan, dan Sumenep. Data dikumpulkan melalui kuesioner berskala Likert empat poin dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS 4. Pengujian hipotesis dilakukan menggunakan bootstrapping. Hasil penelitian menunjukkan bahwa pemasaran kewirausahaan berpengaruh positif dan signifikan terhadap keberlanjutan bisnis (? = 0,718; p < 0,001) dan reputasi (? = 0,485; p < 0,001). Keberlanjutan bisnis juga berpengaruh positif dan signifikan terhadap reputasi (? = 0,326; p = 0,004). Dan keberlanjutan bisnis memediasi secara positif dan signifikan pengaruh pemasaran kewirausahaan terhadap reputasi (? = 0,234; p = 0,005). Temuan ini menunjukkan bahwa kemampuan pelaku UMKM untuk mengenali peluang pasar, memahami kebutuhan konsumen, dan mengembangkan inovasi pemasaran berperan penting dalam mendukung keberlanjutan usaha dan membangun reputasi positif.

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