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All Journal Arus Jurnal Sosial dan Humaniora
Nurkhayati , Isnaini
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Religion Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Model Peningkatan Kinerja Pemasaran dan Keunggulan Bersaing UMKM melalui Peran Marketplace Nurkhayati , Isnaini; Sulistiyani, Endang; Winarto; Indriasari, Febrina
Arus Jurnal Sosial dan Humaniora Vol 5 No 1: April (2025)
Publisher : Arden Jaya Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57250/ajsh.v5i1.1096

Abstract

A thriving MSMEs sector is crucial to Indonesia's economic progress. According to statistics provided by the Indonesian Ministry of Cooperatives and Small and Medium Enterprises (Kemenkop UKM) (kemenkopukm.go.id/), 8.71 million MSMEs are expected to be operating in the country by 2022. Examine the relationship between micro, small, and medium-sized enterprises' (MSMEs) marketing effectiveness and competitive advantage as a function of the promotional mix. Supporting newly-established small and medium-sized enterprises (SMEs) in Indonesia is the primary goal of this research. The study sample consists of micro, small, and medium-sized enterprises (MSMEs) who have been actively involved in the marketplace's sales efforts for at least two years. We used SPSS Statics Version 25.0, a statistical program, to analyze the data. The independent variable, marketing performance, is significantly impacted by advertising, sales promotions, and personal selling. Personal selling, sales promotion, and advertising all have a mutually substantial impact on competitive advantage, the dependent variable. Keywords: competitive advantage, marketing performance, UMKM, marketplace, promotional mix
Co-Authors Indriasari, Febrina Sulistiyani, Endang WINARTO