THE INFLUENCE OF SOCIAL CAPITAL, EMPLOYEE MOTIVATION AND SUSTAINABLE INNOVATION ON IMPROVING MARKETING PERFORMANCE OF MSMES IN BALI

Abstract

Human Resources are an important resource in improving company performance, both in manufacturing and services. In traditional food businesses, the existence of social capital needs to be strengthened to get potential customers. This research aims to increase social capital, employee motivation and product innovation in improving marketing performance. This research is a quantitative research method. The population of all traditional food entrepreneurs is 119 entrepreneurs. Sampling uses a census. The analysis technique uses multiple linear regression. The findings show that social capital has a positive and significant effect on marketing performance. Employee motivation has a positive and significant effect on marketing performance in traditional food businesses in Bali. Sustainable innovation has a positive and significant effect on marketing performance in traditional food businesses in Bali. The novelty in this study is the power of social capital, especially information using social media and knowing societal trends, are able to improve marketing performance so that it further increases sales and is able to improve employee welfare. The implication of this research is that it is hoped that it can help in making decisions and policies at the company level related to social capital, employee motivation and sustainable innovation, in improving marketing performance.

Keywords

• social capital
• motivation
• innovation
• product
• marketing performance
• msmes