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All Journal Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Khoirun Drasti Kirana Putri
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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IMPLEMENTASI STRATEGI PEMASARAN HANDICRAFT BAGI UMKM DI BANYUWANGI Dilla Cattleyana; Khoirun Drasti Kirana Putri
Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi) Vol 6 No 3 (2022): Edisi September - Desember 2022
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (291.383 KB) | DOI: 10.31955/mea.v6i3.2488

Abstract

The purpose of this study was to determine the simultaneous and partial effect of the quality of sales promotion, facilities and location toward purchasing decisions at handicraft from SMEs in Banyuwangi. This research used quantitative approach. The results showed that simultaneously the quality of sales promotion (X1), facilities (X2) and location (X3) had a significant effect on purchasing decisions (Y), which was indicated by the value of Fcount = 30,681 > Ftable = 2,70 and partially all independent variables had a significant effect to the dependent variable, which was indicated by the values of tcount > ttable. This study delivered a suggestion that there is a need to improve facilities in the future and maximize marketing management to be more optimal. Thus, purchasing decisions are also increasing and it will also affect the progress of the company.
Co-Authors Dilla Cattleyana