Marketing Mix Analysis On The Performance Of Marketing On Micro, Small, And Medium Enterprises (Msme) Fashion Sector In Depok West Java

Fiandri, and Dwi M, Bernadin (2016) Marketing Mix Analysis On The Performance Of Marketing On Micro, Small, And Medium Enterprises (Msme) Fashion Sector In Depok West Java. In: Seminar Nasional VIII 2016 Fakultas Ekonomi UT: Challenge and Strategy Faculty of Economics and Business in Digital Era, 24 November 2016, Balai Sidang Universitas Terbuka (UTCC).

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Abstract

Micro, Small, and Medium Enterprises (MSME) fashion sector in Cipayung Sub Distric Depok West Java was rated as an example of successful solution in facing declining economic situation, in which people can survive and even expand their business. The situation and development of this sector prompted the author to analysing marketing mix on the performance of marketing on micro, small, and medium enterprises fashion sector in Cipayung Sub Distric Depok West Java by conduct field research using purposive sampling and multiple linear regression analysis methods. The number of sample this research as 70 respondents that walk on selling clothes minimal two years. Based on primary and secondary data that have been collected, it is known that simultanously marketing mix have significant influence towards the marketing performance of MSME fashion sector in the area while partially only product variabel that have significant effect towards marketing performance, while price, promotion, and distribution did not effectively significant.

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