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All Journal Management Research and Behavior Journal
Saharuddin Saharuddin
Faculty of Economics and Business, Malikussaleh University, Lhokseumawe,
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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The Influence of Product, Price, Promotion and Distribution on the Marketing Strategy of Small and Medium Enterprises in Lhokseumawe City Saharuddin Saharuddin; Khairil Anwar; Azhar Azhar
Management Research and Behavior Journal Vol 2, No 2 (2022)
Publisher : Department of Management, Universitas Malikussaleh, Aceh Utara, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29103/mrbj.v2i2.10456

Abstract

The study aims to determine the effect of product, price, promotion and distribution on the marketing strategy of small and medium enterprises located in Lhokseumawe City. For the purposes of data analysis, qualitative and quantitative methods are used. The data used is primary data.  The results of the study prove that partially, the variables of Product, Price, Promotion, Distribution affect the sales volume of Small and Medium Enterprises Products in Lhokseumawe City. Furthermore, the results of simultaneous testing prove that Ftabel of 3.00 is much smaller than F count of 11.044. The Correlation Coefficient (R) of 0.790 or 79.0%, this means that the Product, Price, Promotion and Distribution factors have a strong relationship with the marketing strategy of small and medium enterprises The Determination Coefficient (R2) of 0.624 or 62.4%, this means that small and medium business products are influenced by marketing strategies, the remaining 37. 6% is influenced by other variables outside this study, while the Adjusted R Square is 0.324 or 32.4%, this means that the Dependent Variable marketing strategy can be explained by variations in Product, Price, Promotion, Distribution which is an Independent Variable.
Co-Authors Azhar Azhar Khairil Anwar