THE INFLUENCE OF HUMAN CAPITAL AND MARKET ORIENTATION ON THE PERFORMANCE OF UMKM IN SANANWETAN DISTRICT, BLITAR CITY

Background. Sananwetan District UMKM which operate in the Trade, Industry and Fisheries business sectors are registered with the Blitar City Cooperative and UMKM Service. Research Purpose. to determine the effect of human capital on the performance of UMKM, To determine the influence of Market Orientation on the performance of UMKM, and to determine the influence of Human Capital and market orientation on the performance of UMKM simultaneously Research Methods. The type of research used is a quantitative method. The population in this research are UMKM in Sananwetan District, Blitar City. The analysis technique uses Validity and Reliability, Classic assumption test and Multiple Linear Regression Findings. a) Human Capital has a positive and significant effect on the performance of UMKM. The t-statistic value is 4.158805, the t-count value > t-table (1.984), and the p-value is 0.00 < 0.005. b) Market orientation has a positive and significant influence on the performance of UMKM. The t-statistic value is 6.327448, the t-count value > t-table (1.984) and has a p-value of 0.00 < 0.005. C). The value of the human capital and market orientation variables on UMKM performance with an f-statistic of 38.71090. The calculated f-value> f table (3.94), has a p-value of 0.00 < 0.05. Conclusion. Human capital has a positive and significant influence on the performance of UMKM. the market orientation has a positive and significant influence on the performance of UMKM. Human capital and market orientation have a positive and significant influence on the performance of UMKM.