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

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

Department of Management

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-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 language	English
Title of host publication	Proceedings of the 31st International Business Information Management Association Conference, IBIMA 2018
Subtitle of host publication	Innovation Management and Education Excellence through Vision 2020
Editors	Khalid S. Soliman
Publisher	International Business Information Management Association, IBIMA
Pages	1429-1438
Number of pages	10
ISBN (Electronic)	9780999855102
Publication status	Published - 2018
Event	31st International Business Information Management Association Conference: Innovation Management and Education Excellence through Vision 2020, IBIMA 2018 - Milan, Italy Duration: 25 Apr 2018 → 26 Apr 2018

Publication series

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

Conference

Conference	31st International Business Information Management Association Conference: Innovation Management and Education Excellence through Vision 2020, IBIMA 2018
Country/Territory	Italy
City	Milan
Period	25/04/18 → 26/04/18

Keywords

Business success
Marketing Strategy
UMKM

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Cite this

Mukhtar, S., Nikensari, S. I., Mariani, H., & Astuti, R. D. (2018). Marketing strategy analysis of micro, small and medium enterprises of culinary field in the East Bogor region. In K. S. Soliman (Ed.), Proceedings of the 31st International Business Information Management Association Conference, IBIMA 2018: Innovation Management and Education Excellence through Vision 2020 (pp. 1429-1438). (Proceedings of the 31st International Business Information Management Association Conference, IBIMA 2018: Innovation Management and Education Excellence through Vision 2020). International Business Information Management Association, IBIMA.

Mukhtar, Saparuddin ; Nikensari, Sri Indah ; Mariani, Hanny et al. / Marketing strategy analysis of micro, small and medium enterprises of culinary field in the East Bogor region. Proceedings of the 31st International Business Information Management Association Conference, IBIMA 2018: Innovation Management and Education Excellence through Vision 2020. editor / Khalid S. Soliman. International Business Information Management Association, IBIMA, 2018. pp. 1429-1438 (Proceedings of the 31st International Business Information Management Association Conference, IBIMA 2018: Innovation Management and Education Excellence through Vision 2020).

@inproceedings{4de45dcd53154be1b54247614adc0cce,

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

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.",

keywords = "Business success, Marketing Strategy, UMKM",

author = "Saparuddin Mukhtar and Nikensari, {Sri Indah} and Hanny Mariani and Astuti, {Rifelly Dewi}",

note = "Publisher Copyright: {\textcopyright} 2018 Elsevier Ltd. All rights reserved.; 31st International Business Information Management Association Conference: Innovation Management and Education Excellence through Vision 2020, IBIMA 2018 ; Conference date: 25-04-2018 Through 26-04-2018",

year = "2018",

language = "English",

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

publisher = "International Business Information Management Association, IBIMA",

pages = "1429--1438",

editor = "Soliman, {Khalid S.}",

booktitle = "Proceedings of the 31st International Business Information Management Association Conference, IBIMA 2018",

}

Mukhtar, S, Nikensari, SI, Mariani, H & Astuti, RD 2018, Marketing strategy analysis of micro, small and medium enterprises of culinary field in the East Bogor region. in KS Soliman (ed.), Proceedings of the 31st International Business Information Management Association Conference, IBIMA 2018: Innovation Management and Education Excellence through Vision 2020. Proceedings of the 31st International Business Information Management Association Conference, IBIMA 2018: Innovation Management and Education Excellence through Vision 2020, International Business Information Management Association, IBIMA, pp. 1429-1438, 31st International Business Information Management Association Conference: Innovation Management and Education Excellence through Vision 2020, IBIMA 2018, Milan, Italy, 25/04/18.

Marketing strategy analysis of micro, small and medium enterprises of culinary field in the East Bogor region. / Mukhtar, Saparuddin; Nikensari, Sri Indah; Mariani, Hanny et al.
Proceedings of the 31st International Business Information Management Association Conference, IBIMA 2018: Innovation Management and Education Excellence through Vision 2020. ed. / Khalid S. Soliman. International Business Information Management Association, IBIMA, 2018. p. 1429-1438 (Proceedings of the 31st International Business Information Management Association Conference, IBIMA 2018: Innovation Management and Education Excellence through Vision 2020).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - Marketing strategy analysis of micro, small and medium enterprises of culinary field in the East Bogor region

AU - Mukhtar, Saparuddin

AU - Nikensari, Sri Indah

AU - Mariani, Hanny

AU - Astuti, Rifelly Dewi

PY - 2018

Y1 - 2018

N2 - 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.

AB - 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.

KW - Business success

KW - Marketing Strategy

KW - UMKM

UR - http://www.scopus.com/inward/record.url?scp=85060813488&partnerID=8YFLogxK

M3 - Conference contribution

AN - SCOPUS:85060813488

T3 - Proceedings of the 31st International Business Information Management Association Conference, IBIMA 2018: Innovation Management and Education Excellence through Vision 2020

SP - 1429

EP - 1438

BT - Proceedings of the 31st International Business Information Management Association Conference, IBIMA 2018

A2 - Soliman, Khalid S.

PB - International Business Information Management Association, IBIMA

T2 - 31st International Business Information Management Association Conference: Innovation Management and Education Excellence through Vision 2020, IBIMA 2018

Y2 - 25 April 2018 through 26 April 2018

ER -

Mukhtar S, Nikensari SI, Mariani H, Astuti RD. Marketing strategy analysis of micro, small and medium enterprises of culinary field in the East Bogor region. In Soliman KS, editor, Proceedings of the 31st International Business Information Management Association Conference, IBIMA 2018: Innovation Management and Education Excellence through Vision 2020. International Business Information Management Association, IBIMA. 2018. p. 1429-1438. (Proceedings of the 31st International Business Information Management Association Conference, IBIMA 2018: Innovation Management and Education Excellence through Vision 2020).

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

Abstract

Publication series

Conference

Keywords

UN SDGs

Other files and links

Fingerprint

Cite this