PENGARUH KREATIVITAS WIRAUSAHA, PRODUK DAN STRATEGI HARGA TERHADAP PENGEMBANGAN USAHA KOPI KELILING DI KAWASAN MENTENG DAN GONDANGDIA JAKARTA PUSAT

Aniyah; Mahmud; Nana Trisnawati; Endri Sentosa

Aniyah Fakultas Ekonomi dan Bisnis, Universitas Persada Indonesia Y.A.I
Mahmud Fakultas Ekonomi dan Bisnis, Universitas Persada Indonesia Y.A.I
Nana Trisnawati Fakultas Ekonomi dan Bisnis, Universitas Persada Indonesia Y.A.I
Endri Sentosa Fakultas Ekonomi dan Bisnis, Universitas Persada Indonesia Y.A.I

Abstract

This study aims to analyzìe thìe ìeffìects of ìentrìeprìenìeurial crìeativity, product, and pricing stratìegy on thìe dìevìelopmìent
of mobilìe coffìeìe businìessìes in thìe Mìentìeng and Gondangdia arìeas of Cìentral Jakarta. Thìe study ìemployìed a
quantitativìe survìey approach. Thìe samplìe consistìed of 100 mobilìe coffìeìe businìess opìerators sìelìectìed using purposivìe
sampling. Data wìerìe collìectìed through a Likìert-scalìe quìestionnairìe and analyzìed using Partial Lìeast Squarìes-
Structural Equation Modìeling (PLS-SEM) with SmartPLS 4.0. Thìe rìesults indicatìe that ìentrìeprìenìeurial crìeativity
has a positivìe and significant ìeffìect on businìess dìevìelopmìent, product has a positivìe and significant ìeffìect on
businìess dìevìelopmìent, and pricing stratìegy has a positivìe and significant ìeffìect on businìess dìevìelopmìent. Pricing
stratìegy has thìe largìest path coìefficiìent, whilìe ìentrìeprìenìeurial crìeativity has thìe strongìest ìeffìect sizìe. Thìe adjustìed
R-squarìe of 0.719 indicatìes that 71.9% of thìe variancìe in businìess dìevìelopmìent can bìe ìexplainìed by
ìentrìeprìenìeurial crìeativity, product, and pricing stratìegy, whilìe thìe rìemaining variancìe is ìexplainìed by othìer factors
outsidìe thìe rìesìearch modìel. Thìesìe findings highlight thìe importancìe of innovation capabilitiìes, product quality and
variìety, and pricing that is alignìed with consumìers’ purchasing powìer and markìet compìetition in supporting thìe
sustainability of mobilìe coffìeìe businìessìes.

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