Pengaruh Inovasi, Pengambilan Risiko, Otonomi, Dan Sikap Proaktif Terhadap Kapabilitas Pemasaran Usaha Kecil Dan Menengah (UKM) Di Payungi Kota Metro

This research was conducted at Yosomulyo Pelangi Market (Payungi) Metro City. This research was quantitative by interpreting the independent and dependent variables. This study aims to determine the effect of innovation, risk, autonomy, and proactivity on marketing capabilities at Payungi UKM in Metro by using 60 respondents as a research sample and the sampling technique using saturation sampling (saturation sample). The data analysis method used was a quantitative analysis method including validity test, reliability test, analysis prerequisite test, hypothesis testing through multiple linear regression, t test, f test and coefficient of determination test (R2). The results showed that the innovation variable had a positive and significant effect on marketing capabilities. Risk taking has a positive and significant effect on marketing capabilities. Autonomy has a positive and significant effect on marketing capabilities. And proactive has a positive and significant effect on marketing capabilities. From the results of simultaneous hypothesis testing (test f) the relationship between innovation, risk, autonomy, and proactive variables on marketing capabilities, the results show that innovation, risk, autonomy, and risk have a positive and significant impact on the marketing capabilities of Payungi UKM in Metro. Keywords: innovation, risk, autonomy, proactive, and marketing capability.