Analysis of business sustainability and welfare of silver workers in Gianyar Regency
Bibliographic Data
| ID | 15795193 |
|---|---|
| Authors | I Gusti Ayu Made Agung Mas Andriani Pratiwi (0000-0002-0849-8937, Udayana University, corresponding author), Made Kembar Sri Budhi (0000-0002-8514-5254, Udayana University), I Made Suyana Utama (0009-0009-4811-3753, Udayana University), A A I N Marhaeni (0000-0001-5491-7576, Udayana University) |
| Year | 2022 |
| Pages | 7639-7651 |
| Publication date | 2022-08-10 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | International Journal of Health Sciences (JOURNAL) |
| Journal identifiers | ISSN: 2550-696X • E-ISSN: 2550-6978 |
| Publisher | Universidad Tecnica de Manabi (PUBLISHER • EC) |
| DOI | 10.53730/ijhs.v6ns5.11667 |
| OpenAlex | W4297824972 |
| Language | EN |
| References cited | 1 |
The purpose of this study was to examine the effect of marketing strategy on business continuity and welfare of silver craftsmen in Gianyar Regency. The population in this study was 235 silver handicraft SMEs. The research sample was determined by purposive sampling method so as to produce a total sample of 95 silver handicraft SMEs. This study uses descriptive analysis techniques and quantitative analysis techniques with a structural equation model or Structural Equation Modeling (SEM), especially Partial Least Square (PLS) with an analytical tool, namely WarpPLS 7.0. The results showed that (1) the direct marketing strategy had an insignificant positive effect on the business continuity of silver craftsmen in Gianyar Regency; (2) The direct marketing strategy has a significant positive effect on the welfare of silver craftsmen in Gianyar Regency; (3) Business continuity directly has a significant positive effect on the welfare of silver craftsmen in Gianyar Regency; and (4) Information and communication technology moderates the influence of marketing strategy on the business continuity of silver craftsmen in Gianyar Regency
Business · Economics · Handicraft · Nonprobability sampling · Population · Sample (material · Sociology · Statistics · Structural equation modeling · Sustainability · Welfare · Chemistry · Mathematics · SMEs Development and Digital Marketing · Marketing
| Highly cited | No |
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