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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh intervensi pemerintah dan teknologi pemasaran terhadap penetrasi pasar UKM fashion di Kota Surabaya dengan output produk sebagai variabel intervening. Pendekatan penelitian yang digunakan adalah kuantitatif dengan desain eksplanatori. Sampel sebanyak 143 pelaku UKM fashion diperoleh melalui teknik simple random sampling, dan data dianalisis menggunakan metode Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS) melalui aplikasi SmartPLS 4. Hasil penelitian menunjukkan bahwa intervensi pemerintah dan teknologi pemasaran memiliki pengaruh positif dan signifikan terhadap output produk. Intervensi pemerintah juga berpengaruh signifikan terhadap penetrasi pasar, sedangkan teknologi pemasaran tidak berpengaruh signifikan secara langsung terhadap penetrasi pasar. Selain itu, output produk berperan sebagai variabel mediasi yang signifikan dalam hubungan antara intervensi pemerintah dan penetrasi pasar, namun tidak signifikan dalam memediasi hubungan antara teknologi pemasaran dan penetrasi pasar. Temuan ini mengindikasikan bahwa meskipun teknologi pemasaran dapat meningkatkan output produk, hal tersebut belum cukup untuk memperluas penetrasi pasar tanpa didukung oleh peningkatan kualitas dan inovasi produk yang relevan. Oleh karena itu, strategi peningkatan kapasitas produksi dan kualitas produk perlu dijalankan secara paralel dengan pemanfaatan teknologi pemasaran untuk mencapai penetrasi pasar yang optimal.

Keywords

UKM Fashion Teknologi Pemasaran Intervensi Pemerintah Output Produk Penetrasi Pasar

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Rynasari, N., & Handoyo, R. D. (2025). Determinan Penetrasi Pasar Produk UKM Fashion Melalui Variabel Output Produk di Kota Surabaya. Paradoks : Jurnal Ilmu Ekonomi, 8(3), 1573–1591. https://doi.org/10.57178/paradoks.v8i3.1616
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