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All Journal IJEBD (International Journal Of Entrepreneurship And Business Development) LOYALITAS: Jurnal Pengabdian Kepada Masyarakat Iqtishodiyah : Jurnal Ekonomi dan Bisnis Islam Minhaj: Jurnal Ilmu Syariah Ar-Ribhu: Jurnal Manajemen dan Keuangan Syariah Iqtishodiyah : Jurnal Ekonomi dan Bisnis Islam Journal of Sharia Economics, Banking and Accounting
Moh. Abd. Rahman
Universitas Islam Zainul Hasan
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences

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Influence of the Local Economy by Implementing Marketing Mix on Farmers Moh Abd Rahman
Journal of Sharia Economics, Banking and Accounting Vol 2, No 1: 2025
Publisher : STAI Nurul Islam Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52620/jseba.v2i1.114

Abstract

This research explores the influence of the marketing mix and consumer preferences on the local economy, focusing on durian farmers in Guyangan Village. Data from 23 respondents, including consumers and farmers, was analyzed using quantitative methods. The results show that marketing mix factors such as price, distribution, promotion, and product have a significant effect on consumer preferences (p less than 0.05). As many as 78% of respondents showed a positive preference for local durian. Regression analysis found that consumers' positive preferences for local durian products were significant in local economic growth (p less than 0.01). These findings highlight the importance of appropriate marketing strategies and understanding consumer preferences to support the local economy, especially in durian farming in Guyangan Village.
Co-Authors Abd Aziz Ahdiyat Agus Susila Edi Kurniawan Farid Eva Agustiany P Fahmi Nasikh Attahmidi Fio Aditya Martin Nina Ari Wahyuni Nuntupa Nurul Fadila Siti Maysaroh Tika Yusfi Afkarina Zahida I’tisoma Billah