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All Journal Proceedings of International Conference on Multidiciplinary Research Prosiding Seminar Nasional Universitas Serambi Mekkah
Mukhdasir Mukhdasir
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Agriculture, Biological Sciences & Forestry Humanities Astronomy Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Control & Systems Engineering Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Environmental Science Mechanical Engineering Social Sciences Other

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KUALITAS PRODUK DAN KEPERCAYAAN SERTA DAMPAKNYA TERHADAP KINERJA PEMASARAN PRODUK UMKM DI ACEH BESAR Radhiana Radhiana; Kasmaniar Kasmaniar; Mukhdasir Mukhdasir
Prosiding Seminar Nasional USM Vol 3, No 1 (2022): SEMNAS MULTIDISIPLIN ILMU
Publisher : Universitas Serambi Mekkah

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Abstract

Tujuan penelitian ini adalah untuk mengetahui dampak dari kualitas produk dan kepercayaan  terhadap kinerja pemasaran Produk UMKM di Aceh Besar. Populasi penelitian ini berjumlah 4.455 orang pelaku UMKM, dan teknik penarikan sampel menggunakan probability sampling dengan teknik Slovin diperoleh jumlah sampel sebanyak 367 orang pelaku UMKM. Sumber data dalam penelitian ini menggunakan data primer. Metode analisis data dalam penelitian ini menggunakan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa secara simultan variabel kualitas produk dan kepercayaan berpengaruh signifikan terhadap kinerja pemasaran produk UMKM di Aceh Besar. Kemudian hasil uji secara parsial dimana variabel kualitas produk dan kepercayaan berpengaruh terhadap kinerja pemasaran produk UMKM di Aceh Besar. Besarnya pengaruh kualitas produk terhadap kinerja pemasaran produk UMKM di Aceh Besar adalah sebesar 0,175 atau 17,5%, sedangkan variabel Kepercayaan juga berpengaruh terhadap kinerja pemasaran produk UMKM di Aceh Besar yaitu sebesar 0,155 atau 75,5%. Selanjutnya dari nilai koefisien determinasi (R2) yang diperoleh sebesar 0,042, dapat dijelaskan bahwa sebanyak 04,2% perubahan dalam variabel kinerja pemasaran dapat dijelaskan oleh perubahan dalam variabel kualitas produk dan kepercayaan, sisanya yaitu sebesar 97,8% dijelaskan oleh variabel lain diluar dari pada penelitian ini seperti harga, saluran distribusi, kemudahan dalam mengakses produk, citra merek dan lain-lain. Kata Kunci:   Kualitas Produk, Kepercayaan, Dan Kinerja Pemasaran
Factors Affecting the Competitiveness of Local Products in Bak Bili Leather Weaving Crafts Made from Bili Trees or Bemban Trees in Aceh Besar Radhiana Radhiana; Kasmaniar Kasmaniar; Mukhdasir Mukhdasir
International Conference on Multidisciplinary Research Vol 5, No 1 (2022): ICMR
Publisher : Universitas Serambi Mekkah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32672/pic-mr.v5i1.5264

Abstract

The purpose of this study was to determine the factors that influence the competitiveness of local products on Bak Bili woven leather craftsmen made from Bili trees or Bemban trees in Aceh Besar on the marketing performance of MSME products in Aceh Besar. The population of this study consisted of 112 Bak Bili leather woven craftsmen, and the sampling technique using the census method was obtained so that the sample in this study was the same as the total population of 112 people. Sources of data in this study using primary data. The method of data analysis in this study used multiple linear regression analysis. The results showed that simultaneously digital marketing variables, product quality, and price had a significant effect on the competitiveness of local products on Bak Bili woven leather craftsmen made from Bili trees or Bemban trees in Aceh Besar. Then the results of the partial test where the digital marketing variables, product quality and price have a significant effect on the competitiveness of local products. The magnitude of the influence of digital marketing on the competitiveness of local products is 0.392 or 39.2%, and the product quality variable affects the competitiveness of local products. The magnitude of the influence of product quality on the competitiveness of local products is 0.275 or 27.5%, while the price variable also affects the competitiveness of local products, which is 0.228 or 22.8%. Keywords: Digital Marketing, Product Quality, Product Competitiveness, Bak Bili Crafts.
Co-Authors Kasmaniar Kasmaniar RADHIANA