Pengaruh Strategi Pemasaran Terhadap Keberhasilan Pelaku UMKM Dengan Pola Pikir Kewirausahaan Sebagai Variabel Intervening

Abstract

This study examines the influence of marketing strategies on the success of MSMEs (Micro, Small, and Medium Enterprises) with entrepreneurial mindset as an intervening variable in Medan City. Using quantitative approach with path analysis method, data were collected from 200 MSME owners in the food and beverage sector through questionnaires. The results show that marketing strategies have a significant positive effect on MSME success (36.7%) and entrepreneurial mindset (36.8%). Entrepreneurial mindset significantly affects MSME success (94.9%) and acts as a partial mediator between marketing strategies and MSME success, increasing the model's explanatory power to 95.0%. This research contributes to understanding the critical role of entrepreneurial mindset in translating marketing strategies into business success, particularly in the digital transformation era of MSMEs.