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All Journal Jurnal Sosio Ekonomika Bisnis Jurnal Obsesi: Jurnal Pendidikan Anak Usia Dini JMM (Jurnal Masyarakat Mandiri) PAUD Lectura: Jurnal Pendidikan Anak Usia Dini Jurnal Pertanian Agros JURNAL PENDIDIKAN TAMBUSAI Jurnal Golden Age Musamus Journal of Agribusiness ZIRAA'AH MAJALAH ILMIAH PERTANIAN Jurnal Pengabdian kepada Masyarakat Metta : Jurnal Ilmu Multidisiplin Jurnal Agristan Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi (JEMBA) Jurnal Pengabdian Mandiri Dedikasi: Jurnal Pengabdian Kepada Masyarakat Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian dan Agribisnis Global Education Journal Sriwijaya Journal of Agribusiness and Biometrics in Agriculture Research AGRIC MARAS : Jurnal Penelitian Multidisplin Jurnal Perikanan JUKEMAS : Jurnal Pengabdian Kepada Masyarakat Gifted: Journal of Early Childhood Education
Reswita Reswita, Reswita
Jurusan Sosial Ekonomi Pertanian Fakultas Pertanian Universitas Bengkulu
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Journal : jurnal perikanan

 1 
THE INFLUENCE OF MARKETING MIX ON PURCHASING DECISIONS FOR GROUND MACKEREL AT UMKM EVI TENGGIRI Sianturi, Lilis Suriani; Yuristia, Rahmi; Cahyadinata, Indra; Rahayu, Heny Sulistyawati Purwaning; Reswita, Reswita
Jurnal Perikanan Unram Vol 15 No 2 (2025): JURNAL PERIKANAN
Publisher : Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/jp.v15i2.1455

Abstract

Bengkulu City has abundant fishery resources, with total fishery yields reaching 32,757 tons. UMKM play an important role in local economic growth, one of which is Evi Tenggiri UMKM, which focuses on ground fish products. Problems in UMKM, such as the unknown influence of marketing to support the success of UMKM. This study aims to analyze the effect of the 4P marketing mix on purchasing decisions for ground mackerel at Evi Tenggiri UMKM. The research location was chosen purposively. Data was obtained from consumers who had bought ground mackerel, with a total sample of 96 respondents determined using the Lemeshow technique. The analysis was carried out descriptively quantitatively with multiple linear regression to measure the effect of the independent variable on the dependent variable. In addition, classical assumption tests such as normality, multicollinearity, heteroscedasticity, and hypothesis testing were carried out to ensure the validity of the model. The F test results obtained that the product, price, place, and promotion variables simultaneously affect purchasing decisions. The t test results for product and price variables show an influence on purchasing decisions. The t test results for the place and promotion variables have no effect on purchasing decisions.
FACTORS DETERMINING THE DECISIONS FOR PROVIDING PEOPLE'S BUSINESS CREDIT (KUR) FISHERMAN HOUSEHOLDS IN BENGKULU PROVINCE Pratama, Edo Putra; Reswita, Reswita; Khairani, Lathifah; Istriningsih, Istriningsih
Jurnal Perikanan Unram Vol 15 No 2 (2025): JURNAL PERIKANAN
Publisher : Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/jp.v15i2.1461

Abstract

Credit involves a component of trust that an organization or bank places in its customers. One form of credit provision for the public is the People’s Business Credit (KUR). This study focuses on the decision-making process for granting KUR to fishing households in Bengkulu Province. The objective of this research is to provide a descriptive analysis of KUR distribution to fishing households and to identify the factors influencing credit approval decisions. This study was conducted in Bengkulu Province, which was purposively selected due to the broader availability of KUR capital. The research utilizes secondary data, with analytical methods including descriptive statistics and binary logistic regression. The findings indicate that 42 fishermen (21%) received KUR, while 158 fishermen (79%) did not. The factors that significantly influence the probability of receiving KUR are age and bank account ownership. Banks should implement policies that allow alternative requirements to replace collateral, ensuring that fishermen in Bengkulu Province can meet the necessary conditions. This study can serve as a reference for future research, which can be further explored using primary data.
THE INFLUENCE OF MARKETING CAPABILITIES AND DIGITAL MARKETING ON THE MARKETING PERFORMANCE OF MSMEs FISH MILLING IN BENGKULU CITY Kiasati, Kanaya Zharfa; Reswita, Reswita; Priyono, Basuki Sigit; Rahayu, Heni Sulistyawati Purwaning
Jurnal Perikanan Unram Vol 15 No 2 (2025): JURNAL PERIKANAN
Publisher : Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/jp.v15i2.1462

Abstract

Bengkulu is a potential area in the capture marine fisheries business, the average yield of capture fisheries in Bengkulu City reaches 83338 tons. The potential for abundant results has a positive impact, namely many MSMEs have sprung up to utilize sea catches, one of which is a fish milling business in Bengkulu City. Changes in the business environment and technological developments, and technological developments require MSMEs to adopt digital technology and conduct digital marketing. By adopting digital technology, it is hoped that it will improve the marketing performance of fish milling MSMEs. This study aims to determine how marketing capabilities, digital marketing, and marketing performance and their effect on marketing performance. The data analysis method was carried out quantitatively and SEM PLS with 40 MSMEs as samples. The results showed that the marketing capabilities, digital marketing, and marketing performance of MSMEs were quite good. In addition, marketing capabilities and digital marketing have an effect on marketing performance.
Co-Authors Adolf Bastian Afidah, Mar'atul Afrianti, Lusiani Ahmad Faris, Ahmad Aini, Faizah Al Faqih, M. Zaidan ‘Alim andriani, Refika Ariandini, Rantika Baehaqi Basuki Sigit Priyono Chairunissa, Nurul Dori Suhendra, Dori Dwi Wulandari Ellys Yuliarti, Ellys Fadillah, Siti Fitri, Efa Yulita Fitriani, Dina Gita Mulyasari Gontom Citoro Kifli, Gontom Citoro HARDIANTO - Indra Cahyadinata, Indra Irnad, Irnad Istriningsih, Istriningsih Ketut Sukiyono Khairani, Lathifah Kiasati, Kanaya Zharfa M. Mustopa Romdhon Mahdalena, Imelda Martini, Jesika Maulana, Fahrul Rozi Melly Suryanty, Melly Muhammad Nurung Nola Windirah Novitasari, Yesi Nuril Anwar, Nuril Nusril Nusril Nyayu Neti Arianti, Nyayu Neti Pratama, Dicky Rolanda Pratama, Edo Putra Purwaningsih, Sri Juani Putri Suci Asriani Putri, Azlin Atika Rahayu, Heni Sulistiawati Purwaning Rahayu, Heni Sulistyawati Purwaning Rahayu, Heny Sulistyawati Purwaning Rahman, Ramadhan Nur Fathur Redy Badrudin Redy Badrudin Reflis, Reflis Ria Puspitasari Sakinah, Fitri Sandy, M. Ilwanda Sanjaya, Fero Satria Putra Utama Septri Widiono Sianturi, Lilis Suriani Sri Wahyuni Sri Wahyuni Sriyoto Sriyoto, Sriyoto Subaeni, Een Wirdah Choiriah, Wirdah Witrimus Yayat Hidayat Yuristia, Rahmi Zuhriati, Zuhriati