Analysis of business sustainability and welfare of silver workers in Gianyar Regency

Abstract

The purpose of this study was to examine the effect of marketing strategy on business continuity and welfare of silver craftsmen in Gianyar Regency. The population in this study was 235 silver handicraft SMEs. The research sample was determined by purposive sampling method so as to produce a total sample of 95 silver handicraft SMEs. This study uses descriptive analysis techniques and quantitative analysis techniques with a structural equation model or Structural Equation Modeling (SEM), especially Partial Least Square (PLS) with an analytical tool, namely WarpPLS 7.0. The results showed that (1) the direct marketing strategy had an insignificant positive effect on the business continuity of silver craftsmen in Gianyar Regency; (2) The direct marketing strategy has a significant positive effect on the welfare of silver craftsmen in Gianyar Regency; (3) Business continuity directly has a significant positive effect on the welfare of silver craftsmen in Gianyar Regency; and (4) Information and communication technology moderates the influence of marketing strategy on the business continuity of silver craftsmen in Gianyar Regency.