ANALISIS PENGARUH PENGETAHUAN WIRAUSAHA, KEMAMPUAN INOVASI, DAN DIGITAL MARKETING TERHADAP KINERJA PEMASARAN PADA BISNIS KULINER DI PONOROGO

Analysis of the Effect of Entrepreneurial Knowledge, Innovation Ability, and Digital Merketing on Marketing Performance in Culinary Businesses in Ponorogo
This study aims to determine whether Entrepreneurial Knowledge, Innovation Ability, and Digital Marketing affect the marketing performance of culinary businesses in Ponorogo. The method used in this research is quantitative method, using primary data by distributing questionnaires to 90 culinary business people in Ponorogo and secondary data from published articles, theory books according to several expert opinions and on the internet. The sampling method uses the formula according to Hair et al. Sampling was done by Nonprobability Sampling using Accidental Sampling technique.
The results of the study prove that: 1. Entrepreneurial Knowledge Variable (X1) has a positive and significant effect on Marketing Performance (Y). 2. Innovation Ability Variable (X2) has a positive and significant effect on Marketing Performance (Y). 3. Digital Marketing Variable (X3) has a positive and significant effect on Marketing Performance (Y).