Model Regresi Dampak Pemasaran Tehadap Profitabilitas BUMDes di Kawasan Pertambangan Emas Sumbawa Barat
DOI:
https://doi.org/10.29408/geodika.v9i1.27477Keywords:
Pemasaran, Profitabilitas, BUMDes, Regresi, Pertambangan EmasAbstract
Badan Usaha Milik Desa (BUMDes) pada kawasan pertambangan emas memiliki tingkat profitabilitas masih rendah, meskipun terdapat potensi ekonomi besar. Diperkuat dengan rendahnya pola pemasaran berbasis digital. Penelitian ini bertujuan untuk menganalisis dampak strategi pemasaran terhadap profitabilitas BUMDes pada kawasan pertambangan emas Kabupaten Sumbawa Barat menggunakan model regresi. Metode penelitian menggunakan pendekatan kuantitatif. Pengumpulan data melalui kuesioner pada 27 pengelola BUMDes. Pengolahan data menggunakan SPSS Versi 25.0. Analisis data menggunakan regresi berganda. Hasil penelitian menunjukkan bahwa variabel strategi promosi dan penetapan harga memiliki pengaruh signifikan terhadap peningkatan profitabilitas BUMDes. Pentingnya peningkatan efektivitas strategi pemasaran dalam rangka meningkatkan kinerja keuangan BUMDes mencapai signifikan nilai Pearson sebesar 0,397 dan signifikansi 0,020. Model regresi memiliki koefisien determinasi (R Square) sebesar 0,345, berarti bahwa 34,5% variasi dalam profitabilitas oleh variabel-variabel strategi pemasaran. Namun, Adjusted R Square rendah (0,189) model ini cukup variasi profitabilitas BUMDes. Pentingnya strategi pemasaran, terutama penetapan harga, dalam meningkatkan profitabilitas BUMDes. Perlunya BUMDes fokus pada pengembangan strategi promosi dan penetapan harga lebih efektif dengan melakukan evaluasi berkala terhadap kinerja tim pemasaran.
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