STRATEGI PEMASARAN, SITUASI PERSAINGAN, DAN PERMODALAN DALAM MEMPENGARUHI KINERJA UKM PENGRAJIN TERASI KAWASAN PESISIR KOTA LANGSA

Dhian Rosalina

Abstract


This study aims to analyze the effect of marketing strategies, competitive situations, and capital on the performance of shrimp paste SMEs in the coastal area of ​​Langsa City. The number of respondents in this study was twenty-four shrimp paste in the coastal area of ​​Langsa City in two villages: Lhokbani and Simpang Lhee which are craftsmen centers for shrimp paste / rebon shrimp paste in Langsa City. The sampling technique used is non probablity sampling. The analytical method used is multiple linear regression analysis. The results of this study are 1) Marketing strategies do not have a significant impact on business performance, 2) The competitive situation does not have a significant impact on business performance, and 3) capital has a positive and significant effect. From the results of the analysis it was found that this research was consistent with previous research that the problem of capital was still a serious obstacle for small and medium businesses in Indonesia.

 

DOI : https://doi.org/10.26905/jbm.v6i2.3262


Keywords


small and medium enterprises, Regression Analysis, capital

Full Text: PDF

Refbacks

  • There are currently no refbacks.




Jurnal Bisnis dan Manajemen
Faculty of Social and Political Science University of Merdeka Malang



Mailling Address:
  • Address: Terusan Dieng Street 62-64 Malang, Indonesia
  • Website: http://jurnal.unmer.ac.id/index.php/jbm
  • Email: harrilbrimantyo@gmail.com
  • Phone: 085645878363

Jurnal Bisnis dan Manajemen is an open-access article distributed under the terms of the Creative Commons Attribution-Share A like 4.0 International License. Licensed under  Creative Commons License a Creative Commons Attribution 4.0 International License.

Copyright ©2020 University of Merdeka Malang Powered by Open Journal Systems.