Pengaruh Rasio Keuangan, Ketersediaan Modal, dan Kebijakan Pemasaran terhadap Pertumbuhan Usaha Kecil
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Abstract
Studi penelitian ini mengeksplorasi pengaruh rasio keuangan, ketersediaan modal, dan kebijakan pemasaran terhadap pertumbuhan usaha kecil di Cimahi. Penelitian ini menggunakan desain penelitian dengan metode campuran, yang menggabungkan analisis kuantitatif dan wawancara kualitatif. Sampel sebanyak 200 usaha kecil dari berbagai sektor di Cimahi berpartisipasi dalam penelitian ini. Statistik deskriptif memberikan gambaran umum tentang karakteristik sampel, termasuk jumlah karyawan, lama usaha, dan pendapatan tahunan. Analisis rasio keuangan menunjukkan tingkat pengembalian aset dan ekuitas yang positif, likuiditas yang cukup, perputaran aset yang efisien, dan manajemen persediaan yang efektif. Analisis ketersediaan modal menyoroti ketergantungan pada pembiayaan internal, keterbatasan akses ke sumber pendanaan eksternal, dan peran program dukungan pemerintah. Analisis kebijakan pemasaran mengidentifikasi adopsi kegiatan branding, strategi penetapan harga, saluran pemasaran online, dan inisiatif kolaboratif. Temuan-temuan ini berkontribusi pada pemahaman tentang faktor-faktor yang memengaruhi pertumbuhan usaha kecil di Cimahi dan memiliki implikasi bagi para pembuat kebijakan, pemilik usaha kecil, dan pemangku kepentingan.
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