PENINGKATAN KAPASITAS SDM DAN PEMASARAN DIGITAL DENGAN MEDIASI MODAL INTELEKTUAL TERHADAP KINERJA USAHA AGRIBISNIS

Jurnal Manajemen Dan Kewirausahaan Pub Date : 2022-12-31 DOI:10.33370/jmk.v19i2.944

I. Wicaksana, Susilowati Budiningsih, Yuli Triastuti, Jayadi Jayadi

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引用次数: 0

Abstract

Pandemi covid-19 memberikan dampak besar bagi usaha skala mikro, kecil, dan menengah. Kebijakan pembatasan sosial yang berskala besar akibat covid-19 berdampak pada turunnya aktivitas ekonomi, termasuk di bidang agribisnis. Strategi yang diterapkan untuk penguatan usaha di masa pandemi ini salah satunya adalah memperkuat kapasitas sumber daya manusia agar tetap bertahan dan berinovasi. Penelitian ini ditujukan untuk mengetahui pengaruh langsung dan tidak langsung peningkatan kapasitas sumber daya manusia (capacity building) dan pemasaran digital (digital marketing) terhadap peningkatan kinerja usaha agribisnis di masa pandemi covid-19 melalui mediasi modal intelektual (intellectual capital). Sampel penelitian ini mencakup 50 usaha agribisnis. Melalui penelitian ini akan diketahui pengaruh langsung dan tidak langsung capacity building pada kinerja usaha agribisnis saat covid-19. Kata kunci: agribisnis, kinerja, modal intelektual, pemasaran digital, peningkatan kapasitas ABSTRACT The Covid-19 pandemic has had an impact on micro, small and medium scale businesses. The large-scale social restriction policy due to Covid-19 has had an impact on decreasing economic activity, including in the agribusiness sector. One of the strategies implemented to strengthen business during this pandemic is to strengthen the capacity of human resources to survive and innovate. This study aims to determine the direct and indirect effects of increasing the capacity of human resources and digital marketing on improving the performance of agribusiness businesses during the Covid-19 pandemic through the mediation of intellectual capital. The sample of this research includes 50 agribusiness enterprises. Through this research, it will be known the direct and indirect effects of capacity building on the performance of agribusiness during Covid-19. Keywords: agribusiness, capacity building, digital marketing, intellectual capital, performance

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提高人力资源和数字营销能力，在知识资本协调农业企业业绩方面

covid-19大流行对小规模和中级的努力产生了巨大的影响。covid-19的大规模社会限制政策影响了包括农业企业在内的经济活动的减少。在大流行期间实施的加强企业的战略之一是增强人力资源的持续性和创新能力。该研究旨在确定人力资源(capacity building)和数字营销(digital marketing)改善农业企业在covid-19大萧条时期通过知识资本管理提高的直接和间接影响。本研究样本包括50项农业综合企业的努力。通过这项研究，covid-19将了解农业综合企业业绩的直接和间接影响。关键词:农业综合企业、绩效、知识资本、数字营销、抽象能力的提高Covid-19的主要社会限制政策影响了农业部门的经济活动。在这场灾难中，有一种策略是加强了商业力量，从而加强了人类生存和入侵的能力。这项研究旨在确定人力资源和数字市场在《知识共享资源与数字市场媒体》(Covid-19 pandemic commission)上令人印象深刻的农业业务表现所带来的直接和间接影响。这项研究包括50家农业企业的样本。通过这项研究，它将知道在Covid-19期间农业表现中电城建筑的直接和间接影响。基层:农业、电联建设、数字营销、知识资本、表演

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来源期刊

Jurnal Manajemen Dan Kewirausahaan

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审稿时长

12 weeks