The Influence of Entrepreneurial Capability and Marketing Literacy on the Development of Retail Businesses in Banda Aceh

Rian Purnama; Mimiasri Mimiasri; Muhammad Jaka Wiratama

doi:10.30601/humaniora.v10i1.7812

The Influence of Entrepreneurial Capability and Marketing Literacy on the Development of Retail Businesses in Banda Aceh

Rian Purnama, Mimiasri Mimiasri, Muhammad Jaka Wiratama

Abstract

This study aims to examine and analyze the simultaneous influence of entrepreneurial capability and marketing literacy on the development of retail businesses in Banda Aceh. The research employed a quantitative approach. The sample consisted of 99 respondents, determined using the Slovin formula. The sampling technique applied was Probability Sampling with a Proportionate Stratified Random Sampling method. Hypothesis testing was conducted using multiple linear regression analysis at a 95% confidence level (α = 0.05). The findings indicate that entrepreneurial capability partially and significantly affects the development of retail businesses in Banda Aceh. Marketing literacy also partially influences retail business development. Furthermore, conscientiousness partially affects the development of retail businesses in Banda Aceh. Simultaneously, entrepreneurial capability and marketing literacy make a significant contribution to the development of retail businesses in Banda Aceh.

Keywords

Entrepreneurial Capability, Marketing Literacy, Business Development

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DOI: https://doi.org/10.30601/humaniora.v10i1.7812

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