STRATEGI DETERMINANT SUSTAINABLE ENTREPRENEURSHIP COMPETITIVE ADVANTAGE
DOI:
https://doi.org/10.62281/v2i2.198Keywords:
Kewirausahaan, Modal Sosial, Bauran Pemasaran, Kinerja Bisnis, Keunggulan Kompetitif, Strategi AvacAbstract
Maraknya bisnis angkringan saat ini di Blitar. Penelitian ini bertujuan menganalisis pengaruh antar variabel dan strategi usaha angkringan di Blitar. Penelitian ini menggunakan metode mix methods. Data dikumpulkan dengan teknik kuesioner dan wawancara. Responden terdiri dari 100 pengusaha angkringan di Blitar. Hasil penelitian menunjukan business perfomance berpengaruh terhadap competitive advantage, entrepreneurial tidak berpengaruh terhadap business perfomance, entrepreneurial tidak berpengaruh terhadap marketing mix, entrepreneurial tidak berpengaruh terhadap sosial capital, marketing mix tidak berpengaruh terhadap competitive advantage, sosial capital berpengaruh terhadap competitive advantage, dan disusun dalam formulasi strategi avac.
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