EFFECT OF ENTREPRENEURSHIP, SOCIAL CAPITAL AND MARKETING COMMUNICATIONS TO INCREASE THE SALES OF MOTORCYCLE PRODUCTS IN MATARAM CITY

Abstract

The phenomenon of low interest and motivation of Indonesian youth to entrepreneurship today become serious thinking of various parties, both government, education, industry, and society. Various efforts are made to cultivate entrepreneurial spirit, especially changing the mindset of the youth who have been interested only as job seekers (job seekers) when they later finish their school or college. Entrepreneurship education not only provides a theoretical foundation on the concept of entrepreneurship but shapes attitudes, behaviors, and mindset (mindset) of an entrepreneur (entrepreneur). It is an investment of human capital to prepare for starting a new business through the integration of essential experience, skills and knowledge to develop and expand a business. Attitudes, behaviors, and interests toward one's entrepreneurship are influenced by consideration of various aspects of career choice as an entrepreneur or entrepreneur. This study examines and examines the marketers who have strong entrepreneurial spirit, then have broad social capital, and have good marketing communication skills. If all three of the above have been owned by a person who has a passion in entrepreneurship, especially the marketing personnel in the Yamaha automotive dealership, it will automatically berpengaruh to increase the number of sales of Yamaha motorcycles, especially in the city of Mataram. The approach used is quantitative descriptive method. Data collection techniques using questionnaires to respondents to be answered.