Marketing strategy analysis of micro, small and medium enterprises of culinary field in the East Bogor region

Saparuddin Mukhtar, Sri Indah Nikensari, Hanny Mariani, Rifelly Dewi Astuti

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

This study aims to analyze the influence of marketing strategy on the success of small and medium enterprises culinary in the East Bogor region.To analyze the influence of marketing strategy on the success of micro and small business in culinary in the East Bogor region, using regression analysis.Based on the results of data analysis shows that: 1) there is a positive influence between marketing strategy and business success; 2) data analysis technique used in this research the first is looking for regression equation. And the analysis between marketing strategy with business success has regression equation that is Ŷ = 55,60 + 0,373X; 3) to test the correlation coefficient of 0.619 which means there is a positive relationship between marketing strategy with business success. 4) Based on the test coefficient of determination can be concluded that the marketing strategy as one of the factors that affect the success of the business of 38.3%, while 61.7% influenced by other factors not examined.

Original languageEnglish
Title of host publicationProceedings of the 31st International Business Information Management Association Conference, IBIMA 2018
Subtitle of host publicationInnovation Management and Education Excellence through Vision 2020
EditorsKhalid S. Soliman
PublisherInternational Business Information Management Association, IBIMA
Pages1429-1438
Number of pages10
ISBN (Electronic)9780999855102
Publication statusPublished - 1 Jan 2018
Event31st International Business Information Management Association Conference: Innovation Management and Education Excellence through Vision 2020, IBIMA 2018 - Milan, Italy
Duration: 25 Apr 201826 Apr 2018

Publication series

NameProceedings of the 31st International Business Information Management Association Conference, IBIMA 2018: Innovation Management and Education Excellence through Vision 2020

Conference

Conference31st International Business Information Management Association Conference: Innovation Management and Education Excellence through Vision 2020, IBIMA 2018
CountryItaly
CityMilan
Period25/04/1826/04/18

Keywords

  • Business success
  • Marketing Strategy
  • UMKM

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