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All Journal Seminar Nasional Aplikasi Teknologi Informasi (SNATI) Taqdir Jurnal Ilmiah Keperawatan Sai Betik Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Ilmiah Spirit Jurnal Ilmiah Wahana Pendidikan Ta'lim Jurnal Intelek Dan Cendikiawan Nusantara
Jasmani Jasmani
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Religion Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Medicine & Pharmacology Nursing Public Health Social Sciences Other

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The Effect of Product Promotion and Innovation Activities on Marketing Performance in Middle Small Micro Enterprises in Cianjur Nurjaya Nurjaya; Azhar Affandi; Heri Erlangga; Denok Sunarsi; Jasmani Jasmani
Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences Vol 4, No 1 (2021): Budapest International Research and Critics Institute February
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v4i1.1636

Abstract

This study aims to determine the effect of promotional activities and product innovation on marketing performance in Micro, Small and Medium Enterprises in Cianjur. The method used is explanatory research with analysis techniques using statistical analysis with regression testing, correlation, determination and hypothesis testing. The results of this study that promotional activities have a significant effect on marketing performance by 40.0%, hypothesis testing is obtained t count> t table or (7.915> 1.986). Product innovation has a significant effect on marketing performance by 38.5%, the hypothesis test obtained t count> t table or (7,669> 1,986). Promotional activities and product innovation simultaneously have a significant effect on marketing performance with the regression equation Y = 11.022 + 0.374X1 + 0.360X2. Contribution of influence is 49.3%, hypothesis testing obtained F count> F table or (45,302> 2,700).
Co-Authors ahmad luviadi Azhar Affandi Denok Sunarsi Edwin Tjahyadi Elfrida Ratnawati Erlangga, Heri FERI FITRIYANTO Hamidah Hamidah Khoironi Khoironi Setyo Wahyudi Sugianto HP. taufiq rohman Thoibatun Nafisah Tori Rihiantoro Triyadi Triyadi Yoga Rizki Anugrah Yossy Wahyu Indrawan