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All Journal Jurnal Pendidikan Ekonomi Undiksha
Ayu Tri Krisnaningsih
Universitas Pendidikan Ganesha
Economics, Econometrics & Finance Education Social Sciences

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Pengaruh Strategi Pemasaran dan Ekuitas Merek Terhadap Kinerja Pemasaran Usaha Mikro Bidang Kuliner Kabupaten Buleleng Ayu Tri Krisnaningsih; Made Ary Meitriana
Jurnal Pendidikan Ekonomi Undiksha Vol. 18 No. 2 (2026)
Publisher : Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/jjpe.v18i2.111999

Abstract

This research aims to analyze: (1) the influence of marketing strategy on marketing performance; (2) the influence of brand equity on marketing performance; and (3) the influence of marketing strategy and brand equity simultaneously on the marketing performance of culinary micro-enterprises in Buleleng Regency. This study uses a quantitative approach with a causal design. The research population is all culinary micro-enterprises in Buleleng Regency, totaling 625 business units based on data from the Buleleng Regency Trade, Industry, and Cooperatives, SMEs Office. The research sample is 154 micro-enterprises determined using the Slovin formula with a proportional sampling technique. Data were collected through questionnaires and documentation, then analyzed using multiple linear regression with hypothesis testing through a partial t-test and a simultaneous F-test. The results of the study indicate that: (1) marketing strategy has a positive and significant effect on the marketing performance of culinary micro-enterprises in Buleleng Regency; (2) brand equity has a positive and significant effect on the marketing performance of culinary micro-enterprises in Buleleng Regency; and (3) marketing strategy and brand equity simultaneously have a positive and significant effect on the marketing performance of culinary micro-enterprises in Buleleng Regency.
Co-Authors Made Ary Meitriana