FINANCIAL AND MARKETING PERFORMANCE OF SMALL AND MEDIUM ENTERPRISES IN INDONESIA: A SYSTEMATIC LITERATURE REVIEW
DOI:
https://doi.org/10.71154/g4w3ah40Abstrak
Studi ini secara sistematis meninjau hubungan antara kinerja keuangan dan kinerja pemasaran pada Usaha Kecil dan Menengah (UKM) di Indonesia dengan tujuan mengidentifikasi pola bukti empiris, metrik yang digunakan, mekanisme pengaruh, dan celah penelitian yang perlu diatasi. Menggunakan pendekatan tinjauan literatur sistematis yang disusun sesuai dengan pedoman PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses), studi ini menganalisis studi empiris yang membahas indikator keuangan dan pemasaran. Hasil sintesis menunjukkan bahwa kinerja keuangan dan pemasaran saling terkait secara multidimensi. Kemampuan pemasaran, termasuk implementasi pemasaran, komunikasi pemasaran, manajemen saluran, dan inovasi produk, secara konsisten berkontribusi pada peningkatan kinerja pemasaran dan kinerja pelanggan, sementara efek langsung pada kinerja keuangan seringkali dimediasi oleh kemampuan manajerial dan dukungan eksternal seperti program bantuan keuangan. Temuan ini juga mengonfirmasi peran transformasi digital sebagai enabler yang memperkuat kedua area kinerja melalui efisiensi operasional, akses pasar yang lebih luas, dan kemampuan analitis real-time. Berdasarkan temuan ini, penelitian lebih lanjut disarankan untuk menerapkan desain longitudinal dan menguji peran mediasi dan moderasi kemampuan manajerial menggunakan teknik seperti Structural Equation Modeling (SEM). Implikasi praktis menekankan perlunya pengukuran kinerja terintegrasi, peningkatan literasi keuangan dan kemampuan manajerial, serta prioritas pada digitalisasi yang dapat diukur untuk mendukung keberlanjutan dan daya saing UMKM di Indonesia.
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