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All Journal Jurnal Informatika Ekonomi Bisnis
Graciela, Priscillia
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Economics, Econometrics & Finance

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Pengaruh Daya Tarik Lokasi, Word of Mouth, Harga Kompetitif terhadap Kinerja Pemasaran Graciela, Priscillia; Siam, Stivenes Tjin
Jurnal Informatika Ekonomi Bisnis Vol. 7, No. 4 (December 2025): Accepted
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v7i4.1265

Abstract

This study aims to determine the effect of location attractiveness, word of mouth, and competitive prices on the marketing performance of Fashion MSMEs in Pontianak City. The problem taken in this study is the phenomenon of increasingly tight competition in the MSME fashion sector, as well as pricing strategies that affect marketing performance. A quantitative approach was used with a causal associative research design. Primary data were collected through questionnaires distributed to 125 business actors selected using a purposive sampling technique. The measuring tool used for data tabulation was the Rating Scale which was then processed and analyzed using SPSS version 25. The results showed that location attractiveness had a positive effect on marketing performance, word of mouth had a positive effect on marketing performance, and competitive prices had a positive effect on marketing performance.
Co-Authors Siam, Stivenes Tjin