SUMBER DAYA MANUSIA DAN KOMUNIKASI PEMASARAN TERPADU BERBASIS TIK DAN PENGARUHNYA TERHADAP DAYA SAING PELAKU UKM SENTRA INDUSTRI BONEKA DI CIKAMPEK UTARA

Abstract

The purpose of this study was to determine the influence of human resources and marketing communications towards improving the competitiveness of SMEs centers of doll industries in North Cikampek. In order to achieve these objectives, the type of research used in this research is quantitative descriptive survey method by using the questionnaire as an instrument of collection of the data. As for analysis using multiple linear regression by the analysis tool SPSS version 20. Based on number of 67 respondents, the result showed that there is positive and significant correlation between human resources and marketing communications on the competitiveness of SMEs centers of doll industries in North Cikampek. Two of these variables have positive influences on the businesses being managed, because the businessmen are very concerned about the quality of products that will increase sales, the products are easily recognized because the businessmen are already using media marketing (internet), communications are easy because there is media liaison between the businesmen and the consumers, so it will affect the success of efforts to maintain the market share.