Kinerja Pemasaran sebagai Mediator Pengaruh Bauran Pemasaran terhadap Pendapatan Pengusaha Sutera Alam di Sulawesi Selatan
DOI:
https://doi.org/10.57093/metansi.v9i2.621Keywords:
Bauran pemasaran, Kinerja pemasaran, Mediasi, Pendapatan bersih, Sutera alamAbstract
Usaha sutera alam membutuhkan strategi bauran pemasaran yang efektif untuk menjangkau pasar dan mempertahankan kinerja ekonomi. Penelitian ini bertujuan menguji hubungan bauran pemasaran dengan pendapatan bersih operasional melalui kinerja pemasaran pada pengusaha sutera alam di Kabupaten Wajo, Sulawesi Selatan. Berdasarkan keterangan peneliti, data berasal dari penelitian lapangan terhadap 120 unit usaha. Pengukuran meliputi 12 indikator bauran pemasaran dalam dimensi produk, harga, distribusi, dan promosi, empat indikator kinerja pemasaran, serta catatan omzet dan biaya operasional Juli–September 2026. Analisis menggunakan regresi kuadrat terkecil biasa dengan galat baku robust HC3 dan bootstrap 5.000 pengulangan untuk pengaruh tidak langsung. Hasil menunjukkan hubungan positif bauran pemasaran dengan kinerja pemasaran (B = 0,9132; p < 0,001) serta hubungan positif kinerja pemasaran dengan pendapatan bersih setelah bauran pemasaran dikendalikan (B = 0,3181; p < 0,001). Pengaruh langsung bauran pemasaran terhadap pendapatan bersih tidak signifikan (B = 0,1879; p = 0,1334). Sebaliknya, pengaruh tidak langsung signifikan (B = 0,2905; interval kepercayaan bootstrap 95% [0,1405; 0,4592]), sehingga mendukung pola mediasi tidak langsung. Model menjelaskan 29,53% variasi kinerja pemasaran dan 31,86% variasi pendapatan bersih. Temuan ini menegaskan perlunya mengevaluasi capaian pasar sebagai mekanisme statistik yang menghubungkan strategi pemasaran dengan hasil finansial usaha, sambil tetap mempertimbangkan keterbatasan desain potong lintang
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