Marketing Strategy Analysis of Micro, Small and Medium Enterprises of Culinary Field in the East Bogor Region

被引：0

作者：

Mukhtar, Saparuddin ^{[1
]}

Nikensari, Sri Indah ^{[1
]}

Mariani, Hanny ^{[1
]}

Astuti, Rifelly Dewi ^{[2
]}

机构：

[1] Univ Negeri Jakarta, Fac Econ, Jakarta, Indonesia

[2] Univ Indonesia, Fac Econ, Depok, Indonesia

来源：

INNOVATION MANAGEMENT AND EDUCATION EXCELLENCE THROUGH VISION 2020, VOLS I -XI | 2018年

关键词：

Marketing Strategy; business success; UMKM;

D O I：

暂无

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

This study aims to analyze the influence of marketing strategy on the success of small and medium enterprises culinary in the East Bogor region.To analyze the influence of marketing strategy on the success of micro and small business in culinary in the East Bogor region, using regression analysis.Based on the results of data analysis shows that: 1) there is a positive influence between marketing strategy and business success; 2) data analysis technique used in this research the first is looking for regression equation. And the analysis between marketing strategy with business success has regression equation that is (Y) over cap = 55,60 + 0,373X; 3) to test the correlation coefficient of 0.619 which means there is a positive relationship between marketing strategy with business success. 4) Based on the test coefficient of determination can be concluded that the marketing strategy as one of the factors that affect the success of the business of 38.3%, while 61.7% influenced by other factors not examined.

引用

页码：1429 / 1438

页数：10

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