FAKTOR-FAKTOR YANG MEMPENGARUHI KEBERHASILAN UMKM BERBASIS EKONOMI KREATIF (Studi Kasus Pada Pelaku Usaha Hantaran Pernikahan di Kota Tasikmalaya)

FACTORS AFFECTING THE SUCCESS OF WEDDING GIFT MICRO SMALL MEDIUM ENTERPRISE BASED ON CREATIVE ECONOMY IN TASIKMALAYA CITY By: Nabilla Nurul Rachma NPM. 183401018 Guided by: Dwi Hastuti Lestari K Jumri The success of an enterprise is a condition in which the enterprise undergoes an improvement of its previous results. The purpose of this research were to know: (a) the responses of wedding gift enterprises in Tasikmalaya City about digital marketing, product innovation, business network and business success. (b) The impact of digital marketing and product innovation and business network on the success of shipping enterprises. This research uses the entire population with a total of 36 samples of marriage gift entrepreneurs in the city of Tasikmalaya. The analytical tool used is multiple linear regression. Result of the research study is: (a) The responses of entrepreneurs to product innovation and network enterprise are well categorized, while for digital marketing are categorized very well. (b) Partially digital marketing have a significant negative effect, for product innovation a significant positive effect and for enterprise network a non-significant positive effect.

Keywords: digital marketing, product innovation, business networking and business succ