THE INFLUENCE OF PRODUCTS AND PROMOTIONS ON THE RESILIENCE OF UMKM IN BABAT TOMAN DISTRICT DURING THE COVID-19 PANDEMIC

Dea Okta Viani; Havis Aravik; Choirunnisak

doi:10.56644/adl.v3i2.48

THE INFLUENCE OF PRODUCTS AND PROMOTIONS ON THE RESILIENCE OF UMKM IN BABAT TOMAN DISTRICT DURING THE COVID-19 PANDEMIC

Dea Okta Viani Sekolah Tinggi Ekonomi dan Bisnis Syariah (STEBIS) Indo Global Mandiri Palembang
Havis Aravik Sekolah Tinggi Ekonomi dan Bisnis Syariah (STEBIS) Indo Global Mandiri Palembang
Choirunnisak Sekolah Tinggi Ekonomi dan Bisnis Syariah (STEBIS) Indo Global Mandiri Palembang

DOI: https://doi.org/10.56644/adl.v3i2.48

Keywords: Strategy, UMKM, Maintaining Business, UMKM in the Babat Toman sub-district

Abstract

This study analyzes the effect of products and promotions on the resilience of UMKM in Babat Toman district during the Covid-19 pandemic. The sample is selected using the saturated sample technique. 51 respondents’ data was collected through documentation and questionnaires. This study implements a multiple linear regression method to analyze the data. The results of the investigation prove that partially the product does not have a significant effect on the resilience of UMKM, while promotion has a significant effect on the resilience of UMKM. But simultaneously products and promotions have a significant effect on the resilience of UMKM.

Published

2022-11-24

How to Cite

Dea Okta Viani, Havis Aravik, & Choirunnisak. (2022). THE INFLUENCE OF PRODUCTS AND PROMOTIONS ON THE RESILIENCE OF UMKM IN BABAT TOMAN DISTRICT DURING THE COVID-19 PANDEMIC. ADL ISLAMIC ECONOMIC : Jurnal Kajian Ekonomi Islam, 3(2), 87-100. https://doi.org/10.56644/adl.v3i2.48

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Issue

Vol. 3 No. 2 (2022): Adl Islamic Economic: Jurnal Kajian Ekonomi Islam - November 2022

Section

Articles

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