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All Journal Jurnal Ilmu Manajemen (JIM) Al Tijarah JURISMA: Jurnal Riset Bisnis & Manajemen Journal of Humanities and Social Studies SULTANIST: Jurnal Manajemen dan Keuangan Maker: Jurnal Manajemen Valid Jurnal Ilmiah International Journal Of Science, Technology & Management (IJSTM) Jurnal Pengabdian kepada Masyarakat International Journal of Community Service Strategic: Journal of Management Sciences International Journal of Entrepreneurship, Business, and Creative Economy International Journal of Entrepreneurship and Sustainability Studies
Nana Triapnita Nainggolan
Sekolah Tinggi Ilmu Ekonomi Sultan Agung
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Journal : Jurnal Ilmu Manajemen (JIM)

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Analisis keunggulan bersaing UMKM ditinjau dari aspek modern marketing mix 4PS pada UMKM di kota Pematangsiantar Julyanthry Julyanthry; Debi Eka Putri; Nana Triapnita Nainggolan; Novita Butarbutar; Acai Sudirman
Jurnal Ilmu Manajemen Vol. 11 No. 1 (2023)
Publisher : UNESA In Collaboration With APSMBI (Aliansi Program Studi dan Bisnis Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (466.908 KB) | DOI: 10.26740/jim.v11n1.p13-26

Abstract

Modern Marketing Mix 4Ps focus marketing activities on four pillars: people, process, programs, and performances. With these four pillars, marketers can create campaigns that effectively reach the target audience across various promotional channels to promote products. This study aims to analyze the influence of the Modern Marketing Mix 4Ps in terms of people, processes, programs, and performances on the competitive advantage of MSMEs in Pematangsiantar City. This study's research method includes library and field research design with a quantitative approach. The research subjects taken in this study were SME actors in the culinary sector in Pematangsiantar City. Data collection techniques using observation, interviews, questionnaires, and documentation. The data analysis method used is Partial Least Square (PLS). The data analysis test tool uses the Smartpls statistical software. The study stated positive and significant results between processes, people, programs, performance, and competitive advantage. The conclusion of this study explains that in determining a good 4PS marketing strategy, business actors should need to determine the process, price, and place, promote the right product, determine the packaging and process, and add human resources who work professionally.
Co-Authors Acai Sudirman Adi Inrawan Amelia Carlos Sumbayak Ayu Suandani Br Silitonga, Della Novalin Butarbutar, Marisi Butarbutar, Novita Candra, Vivi Christine Loist Darwin Lie Debi Eka Putri Efendi Efendi Efendi, Efendi Erbin Chandra Eva Agustina Eva Agustina, Eva Fitri Yani Nasution Fitria Halim Fitria Halim Fitria Halim Harini, Siti Hery Pandapotan Silitonga John Lidia John Lidia John Lidia Julyanthry Julyanthry Junifer Siregar Lenny Dermawan Sembiring Lora Ekana Nainggolan Martin Yehezkiel Sianipar Marto Silalahi Nasution, Fitri Yani O.P. Damanik, Elfina Pandapotan Silitonga, Heri Pandapotan Silitonga, Hery Robert Tua Siregar Robert Tua Siregar Robert Tua Siregar Rotua Siahaan Rotua Siahaan selly Selly Sherly Sherly Simamora, Solavide Siregar, Jhon Hendry Sisca Sisca Siti Harini Sjafei Purba, Djuli Sofiyan Sofiyan Suandani, Ayu Tua Siregar, Robert