Pengaruh Segmentasi Pasar, Model Bisnis, Dan Inovasi Terhadap Keberhasilan Bisnis (Studi Pada Pelaku Bisnis Starup Digital Di Kota Malang

Sari, Dina Fitria Marta (2019) Pengaruh Segmentasi Pasar, Model Bisnis, Dan Inovasi Terhadap Keberhasilan Bisnis (Studi Pada Pelaku Bisnis Starup Digital Di Kota Malang. Magister thesis, Universitas Brawijaya.

Abstract

-Dina Fitria Marta Sari: Pascasarjana Fakultas Ekonomi dan Bisnis Universitas Brawijaya, 2019. Pengaruh Segmentasi Pasar, Model Bisnis, dan Inovasi Terhadap Keberhasilan Bisnis (Studi pada Pelaku Bisnis Start-up Digital di Kota Malang). Ketua Pembimbing: Ubud Salim, Komisi Pembimbing: Sumiati Memasuki era digital saat ini, startup digital menjadi bisnis yang paling diminati. Hal ini menyiratkan bahwa perkembangan teknologi memudahkan setiap individu untuk memulai bisnis. Tujuan dari penelitian ini adalah untuk menjelaskan dan menganalisa pengaruh segmentasi pasar, model bisnis, dan inovasi terhadap keberhasilan bisnis. Penelitian ini dilakukan dengan pendekatan kuantitatif, dengan teknik pengambilan data menggunakan purposive sampling. Hasil penelitian ini menunjukkan bahwa model bisnis dan inovasi berpengaruh signifikan terhadap keberhasilan bisnis. Studi ini hanya berfokus pada pelaku bisnis startup digital yang berdomisili di Kota Malang dan telah beroperasi tidak lebih dari tiga tahun.

English Abstract

-Entering the digital era nowadays, digital start-up is the most desirable business. It indicates that technological development enables every individual to start a business. The purpose of this study is to explain and analyse the effect of market segmentation, business model, and innovation on business success. This study is conducted using quantitative approach, with purposive sampling as the data collection technique. The result of this study shows that business model and innovation have significant effect on business success. This study only focuses on digital start-up business actors who domiciled in Malang City and have been operating for no more than three years.

Other obstract

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Item Type: Thesis (Magister)
Identification Number: TES/650/SAR/p/2019/042000519
Uncontrolled Keywords: segmentasi pasar, model bisnis, inovasi, keberhasilan bisnis,market segmentation, business model, innovation, business success
Subjects: 600 Technology (Applied sciences) > 650 Management and auxiliary services
Divisions: S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis
Depositing User: Budi Wahyono Wahyono
Date Deposited: 04 Feb 2020 01:07
Last Modified: 03 Dec 2021 03:35
URI: http://repository.ub.ac.id/id/eprint/178424
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