Pengaruh Entrepreneurial Mindset, Inovasi Usaha, dan Social Media Marketing terhadap Pertumbuhan Omzet UMKM Kuliner di Kecamatan Bontoala Kota Makassar dengan Daya Saing Sebagai Variabel Intervening

Authors

  • Nanda Rezky Pratama Universitas Negeri Makassar
  • Mustari Mustari Universitas Negeri Makassar
  • Andi Caezar To Tadampali Universitas Negeri Makassar
  • Andi Tenri Ampa Universitas Negeri Makassar
  • Andi Annisa Sulolipu Universitas Negeri Makassar

DOI:

https://doi.org/10.37630/jpi.v15i4.3706

Keywords:

Entrepreneurial Mindset, Inovasi Usaha, Social Media Marketing, Daya Saing, Pertumbuhan Omzet

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) memainkan peran penting dalam perekonomian daerah, namun sering terhambat oleh rendahnya inovasi dan keterbatasan pemanfaatan strategi digital. Penelitian ini mengkaji pengaruh entrepreneurial mindset, inovasi usaha, dan Social Media Marketing terhadap pertumbuhan omzet UMKM kuliner di Kecamatan Bontoala, Kota Makassar, dengan daya saing sebagai variabel mediasi. Pendekatan penelitian bersifat kuantitatif eksplanatori; sampel terdiri dari 223 pelaku UMKM kuliner, dan analisis dilakukan menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui perangkat SmartPLS 4.0. Hasil menunjukkan bahwa ketiga variabel independent entrepreneurial mindset, inovasi usaha, dan Social Media Marketing memiliki pengaruh positif dan signifikan terhadap daya saing dan langsung terhadap pertumbuhan omzet. Selain itu, daya saing terbukti memediasi hubungan antara ketiga variabel tersebut dan pertumbuhan omzet, yang menegaskan peran keunggulan kompetitif sebagai saluran penting untuk mengubah kapasitas internal menjadi hasil finansial berkelanjutan. Temuan ini memperkaya literatur tentang orientasi kewirausahaan dengan mengintegrasikan aspek pola pikir kewirausahaan, inovasi kontekstual, dan pemasaran digital dalam satu model komprehensif, serta memberikan implikasi praktis bagi pengembangan strategi peningkatan daya saing dan omzet UMKM kuliner di era digital.

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Published

2025-12-20

Issue

Vol. 15 No. 4 (2025): JURNAL PENDIDIKAN IPS

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Articles

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Copyright (c) 2025 Nanda Rezky Pratama, Mustari Mustari, Andi Caezar To Tadampali, Andi Tenri Ampa, Andi Annisa Sulolipu

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