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THE EFFECT OF NGARSOPURO NIGHT MARKET ON THE INCOME OF MIKRO, SMALL, AND MEDIUM ENTERPRISES (MSMEs)
Abstrak (Bhs. Indonesia)
This study aims to determine the effect of the existence of Ngarsopuro Night Market on the income of MSMEs with a focus on regional revitalization factors, market management, products, and marketing strategies. This research is a quantitative study with cross-sectional data using Structural Equation Modeling Partial Least Squares (SEM-PLS) data analysis techniques. The results of this study indicate that market management, product, and marketing strategy factors have a positive and significant effect, while the revitalization factor has a positive but insignificant effect. It can be concluded that market management, products, and marketing strategies significantly impact the income of MSMEs at Ngarsopuro Night Market. In contrast, area revitalization has a weaker effect on MSME income.
Abtrak (Bhs. Inggris)
This study aims to determine the effect of the existence of Ngarsopuro Night Market on the income of MSMEs with a focus on regional revitalization factors, market management, products, and marketing strategies. This research is a quantitative study with cross-sectional data using Structural Equation Modeling Partial Least Squares (SEM-PLS) data analysis techniques. The results of this study indicate that market management, product, and marketing strategy factors have a positive and significant effect, while the revitalization factor has a positive but insignificant effect. It can be concluded that market management, products, and marketing strategies significantly impact the income of MSMEs at Ngarsopuro Night Market. In contrast, area revitalization has a weaker effect on MSME income.
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