Pengaruh Struktur Modal, Strategi Pemasaran dan Jaringan Penjualan Terhadap Perkembangan Usaha Pada UMKM Madu Hutan Tanjungsari

Abstract

Honey is a superior commodity for the availability of raw materials to support processed products in the health sector produced from bees. In carrying out Forest Honey business activities, there are still several obstacles in the form of financing to sales strategies. This study aims to examine the extent to which the availability of working capital expenditure plays a role, how to sell the commodities produced, and the sales network for business development in Tanjungsari Forest Honey SMEs, Bogor Regency. This study used a quantitative descriptive approach using primary data and direct field survey methods for 55 respondents. Furthermore, the data obtained was analyzed using multiple linear regression with the SPSS application. The results of this study indicate that the capital structure variable has no effect on business development, while the marketing strategy and sales network variables have a positive effect on business development. Conclusion Considering that MSME entrepreneurs for Tanjungsari Forest Honey in Bogor Regency are still managed traditionally, it is necessary to support the government, academics and the surrounding community so that production capacity increases and has high competitiveness so that business development can increase. Furthermore, for further research development, it can increase the number of respondents, types of variables and other research areas. For example, the government's role in increasing the capacity of Honey MSME entrepreneurs.