STRATEGY FOR INCREASING COMMUNITY WELFARE WITH BUSINESS SUCCESSRURAL SOCIETY

Objectives: Significant business success will have a direct impact on community welfare. Rural economic organizations are crucial yet often weak points in strengthening the rural economy. BUMDes (Village-Owned Enterprises) are designed to consolidate or strengthen village economic institutions. This research aims to analyze the influence of business capital and marketing strategies on community welfare, with business success serving as an intervening variable. Methods: Data for this research was collected using a questionnaire instrument. The analysis was conducted using the Structural Equation Modeling - SEM PLS analysis technique. This approach allows for the examination of complex relationships between variables, specifically how business capital and marketing strategies affect community welfare through business success. Results: The research results show that business capital and marketing strategies positively impact business success. Additionally, both business capital and marketing strategies positively influence public welfare. Furthermore, business success itself has a positive effect on public welfare. The study also finds that business success serves as an indirect mediating variable, enhancing the effect of venture capital and marketing strategies on public welfare. Conclusion: The study concludes that business capital and marketing strategies are crucial for achieving business success, which in turn positively impacts community welfare. Business success acts as a significant intermediary, amplifying the positive effects of both venture capital and marketing strategies on the well-being of the community. This underscores the importance of investing in effective business strategies and sufficient capital to foster sustainable economic growth and improve public welfare.


INTRODUCTION
Running a business or trade is a form of business humans to achieve success (Fauzia & Riyadi, 2014: 13).Business success occurs if the business goal has been achieved, namely increasing income (Hasnah & Munjiati, 2016: 144).Business capital is one of the things that cannot be separated from running a business.Without capital, a business will not run well (Amirullah & Imam, 2005: 7).Also, it is important to pay attention to how business actors can manage capital optimally so that the business they run runs smoothly (Guli & Uli, 2017: 147).
Apart from business capital, the key to running a business is the marketing strategy for the goods or services being marketed.This is supported by the theory of Gitosudarmo (2017: 165), explaining that marketing strategy is a strategy to serve the market or market segment that is targeted by an entrepreneur.Marketing is an important support in industrial activities, because through marketing a producer can distribute goods that have been produced, can face competition and maintain the production produced, so as to obtain the desired profit.
Based on data from the Central Statistics Agency (BPS), it shows that the economic growth of Tabanan Regency was ranked fifth after Buleleng Regency in 2020, namely -6.14% compared to -5.76% based on the calculation of the Gross Regional Domestic Product (GRDP) growth rate.Meanwhile, the level of prosperity of the population of Tabanan Regency is below that of Gianyar Regency, namely 22,331 billion Rupiah compared to 25,914 billion Rupiah.
The human development index in Tabanan Regency has increased in each period, in 2019 it was 76.16 and rose to 76.17 in 2020.Although the human development index did not experience a significant increase from 2019 to 2020, the data illustrates that the Tabanan has great potential to make the economy in all sectors develop and progress.
Based on economic growth data for Tabanan Regency in 2021, it shows negative growth.Economic growth of -0.65 is accompanied by a poverty rate of -4.This data contains the meaning that poverty or community welfare is below standard and economic growth is minus due to unequal capital growth in various districts in Bali, especially in rural areas, so the economy becomes weak.
Rural economic organizations are an important part and are still a weak point in supporting the strengthening of the rural economy (Elizabeth, 2008).BUMDes is basically a form of consolidation or strengthening of village economic institutions (Sudita and Antara, 2006;Yuesti and Menes, 2022;Machmudah, Satmoko, & Mardiningsih, 2019; ));.BUMDes as a legal village economic institution and has an important role in improving the economic efforts of village communities, needs to be supported by the government as a basis for the development 4 of small and medium industries or MSMEs (Ervina, Setiadi, & Ekowati, 2019;Rantau, 2002;Dewi & Sudiartini, 2005).
Research on the influence of business capital and marketing strategies on increasing business success is still very limited, and some of them show results that are not uniform or experience gaps (research gaps) with concepts or theories.Research conducted by Apriliani and Widiyanto (2018) and research by Almaidah and Endarwati (2019) found that there is a positive and significant influence between capital and business success.However, different research results were shown by research by Herawaty and Yustien (2019) and research by Millati (2021) which found that business capital did not have a positive effect on business success.
The results of research conducted by Dewi and Badaruddin (2019), research by Aprilia and Melati (2021) and research by Mariani (2018) found that there is a significant positive influence between marketing strategy and business success.Different research results were shown by Hidayati's (2016) research andMillati's (2021) research which found that there was an insignificant influence between marketing strategies on business success.Significant business success will have a direct impact on community welfare.Lalu's research (2019) found that business success has a positive and significant effect on community welfare.
Based on the gap phenomenon and research gap in previous research, it is important to conduct further research in an effort to improve community welfare through business capital and marketing strategies to increase the success of the case study business at BUMDes Buana Kerti, Kelating Village, Kerambitan, Tabanan Regency.
The following are the hypotheses in this research: 1) Hypothesis 1: Business capital has a positive and significant effect on business success 2) Hypothesis 2: Marketing strategy has a positive and significant effect on business success 3) Hypothesis 3: Business capital has a positive and significant effect on community welfare.
4) Hypothesis 4: Marketing strategy has a positive and significant effect on community welfare.
5) Hypothesis 5): Business success has a positive and significant effect on community welfare.

METHODSE RESEARCH
This research is quantitative research to obtainthe significance of group differences or the significance of the relationship between the variables studied.The research carried out took

CONVERGENT VALIDITY
This convergent validity evaluation is carried out based on the outer loading value/coefficient of each indicator on the latent variable.The outer loading value can determine the contribution of each indicator/indicator with the highest value indicating that the indicator is the strongest measure or in other words the most important in the latent variable.As for the results of examining the outer model, it can be seen that the outer loading of each indicator on a variable is as presented in Table 1.Table 1 shows that all indicators that measure the business capital variable (X1) have an outer loading value greater than 0.50 and the T-Statistic is above 1.96, so they are valid as a measure of the business capital variable.Meanwhile, indicatorsbarriers to accessing external capital is the strongest indicator of the business capital variable, because it has the largest outer loading value (0.869).
In the evaluation of the marketing strategy variable (X2) it has an outer loading value greater than 0.50 and the T-Statistic is above 1.96, so it is valid as a measure of marketing strategy variables.Meanwhile, the distribution system indicator is the strongest indicator of the marketing strategy variable, because it has the largest outer loading value (0.899).
On variable evaluation Business success (M) has an outer loading value greater than 0.50 and the T-Statistic is above 1.96, so it is valid as a variable measure of business success.
Meanwhile, the marketing area expansion indicator is the strongest indicator of the business success variable, because it has the largest outer loading value (0.900).
In the evaluation of the community welfare variable (Y) it has an outer loading value greater than 0.50 and the T-Statistic is above 1.96, so it is valid as a measure of the community welfare variable.Meanwhile, the education indicator is the strongest indicator of the social welfare variable, because it has the largest outer loading value (0.917).

DIRECT EFFECT TESTING
The results of the Path coefficient validation test on each path for direct influence can be presented in Table 2.  states that there is a positive and significant influence between capital and business success..
Marketing strategy (X2) is proven to have a positive and significant effect onbusiness success(M).This result is indicated by the path coefficient which is positiveof 0.508 with Tstatistic =4,437(T-statistic > 1.96) and P-values = 0.000 (P-values < 0.05),so hypothesis 2 (H2): Marketing strategy has a positive and significant effect onbusiness successprovable.From the results obtained it can be stated that the better the marketing strategy, the betterbusiness successwill increase further.The results of this research support research conducted byDewi, Ferawati & Badaruddin (2019) stated that there is a significant influence between marketing strategy on the success of Micro, Small and Medium Enterprises (MSMEs).This is in line with research conducted by Aprilia & Melati (2021) which found that the marketing mix has a positive and significant effect on business success.Mariani's (2018) research shows that there is a significant positive influence between marketing strategy and business success.10

CONCLUSIONN
Based on the results of the analysis and discussion above, it can be concluded as follows: 1. Business capital has a positive and significant effect on business success.These results mean that the greater the business capital, the greater the success of the business.
2. Marketing strategies have a positive and significant influence on business success.
These results mean that the better the marketing strategy, the greater the success of the business.
3. Business capital has a positive and significant effectpublic welfare.This result means that the greater the business capital, the greater the business capitalpublic welfarewill become more soincrease.
4. Marketing strategies have a positive and significant effectpublic welfare.These results mean that the better the marketing strategy, the betterpublic welfarewill become more soincrease.
5. Business successpositive and significant effectpublic welfare.This result means that it is increasingbusiness success, sopublic welfarewill become more soincrease.
place at BUMDes Buana Kerti, Kelating Village, Kerambitan, Tabanan Regency.The sampling technique used isSaturated sample or often called total sampling with a total of 120 respondents.Types of data in research are qualitative and quantitative data.The data in this research was obtained from primary data and secondary data.Data was collected using a questionnaire instrument.VThe exogenous variables in this research are Business Capital (X1) and Marketing Strategy (X2), the moderating variable is Business Success (M), and the endogenous variable in this research is Community Welfare (Y).The analysis technique used is variance-based structural equation modeling (SEM) or componentbased SEM, known as Partial Least Square (PLS).

Table 1
Outer Loading Table(Measurement Model)

Table 2
Direct Effect Testing Results

Table 2
Hidayati (2016), andDewi, Ferawati &Badaruddin (2019)tated that the greater the business capital, thebusiness successwill increase further.The results of this research support research conducted byArliani (2019) stated that there is an influence of business capital on business success.This is in line with research conducted byApriliani & Widiyanto (2018)which found simultaneous and partial relationship between business capital and the success of MSMEs.Research byAlmaidah & Endarwati (2019),Hidayati (2016), andDewi, Ferawati &Badaruddin (2019) Public welfare onbusiness at BUMDes Buana Kerti, Kelating Village, Kerambitan, Tabanan Regency is not yet optimal, this can be improved by business actors at BUMDes Buana Kerti, Kelating Village, Kerambitan, Tabanan Regency by further improving the education available there so that they can innovate better.5.Suggestions that can be given regarding this research are for future to be able to replicate this research model through a longitudinal approach (over time) and allow it to be used with business actors in other areas and expand the scope of the research.Apart from that, future researchers can modify the research model by adding and developing indicators and other variables.This is based on the determinant ofventure capitaland strategymarketingquite a lot and the conditions of each business actor are different from each other.
3. Business successonbusiness at BUMDes Buana Kerti, Kelating Village, Kerambitan, Tabanan Regency is not yet optimal, this can be improved by business actors at BUMDes Buana Kerti, Kelating Village, Kerambitan, Tabanan Regency in a more Strategy For Increasing Community Welfare With Business Successrural Society___________________________________________________________________________ Rev. Gest.Soc.Ambient.|Miami | v.18.n.3 | p.1-13 | e07013 | 2024.11effective way.expand the goods marketing area so that the goods produced are better known to the public.4.