PENGARUH PERILAKU KEWIRAUSAHAAN DAN BAURAN PEMASARAN TERHADAP KINERJA USAHA PENYEWAAN ALAT BERAT CV. RIZKY FADILLAH

This study aims to determine the effect of Entrepreneurial Behavior and Marketing Mix on Business Performance owned by CV. Rizky Fadillah who is in the Sukabumi area. This research method uses quantitative methods. The data used are primary and secondary data. Primary data was obtained using the questionnaire method which was distributed online to 52 samples, namely stakeholders from CV. Rizky Fadillah. The data analysis method used is Multiple Linear Regression with the help of the SPSS 26.0 Program. The results showed that all independent variables had a positive effect on the business performance of CV. Rizky Fadillah, either partially or simultaneously. The coefficient of determination is 0.785, which means that the business income of CV. Rizky Fadillah can be explained by the variable factor of entrepreneurial behavior and marketing mix of 78.5%. While the remaining 21.5% of CV. Rizky Fadillah is explained by other variables not included in this study.

Keywords: Entrepreneurial Behavior, Marketing Mix, Business Income