Analysis on the Effect of Marketing Strategy Literacy towards MSME’s Marketing Performance in Depok, West Java
##plugins.themes.bootstrap3.article.sidebar##
PDF
Submitted Jan 24, 2021
Published Mar 5, 2021
Published Mar 5, 2021
DOI
Abstract viewed = 82 times
PDF downloaded = 98 times
Issue
Section
Articles
##plugins.themes.bootstrap3.article.main##
Micro, Small, and Medium-sized Enterprise (MSME) owners in Depok, West Java, have yet to apply good marketing strategies. Thus, marketing management literacy needs to be done. This research was intended to analyze and understand the effect of marketing strategy literacy, which is applied in MSME’s in Depok, West Java, towards marketing performance. The sampling technique used in this research was random sampling technique, with the samples being 30 MSME owners in Depok, West Java. This is an explanatory research, which used Smart PLS analysis tool. The results showed that R Square’s value is 0.643. Hypothesis testing revealed that advertising literacy variable affects marketing performance with a path coefficient value of 0.400; promotion sales literacy does not affect marketing performance with a path coefficient value of -0.088; personal sales literacy affects marketing performance with a path coefficient value of 0.641; and lastly, online marketing literacy does not affect marketing performance with a path coefficient value of -0.177.
Keywords: Advertising Literacy; Promotion Sales Literacy; Personal Sales Literacy; Online Marketing Literacy; Marketing Performance
References
C. B. Sulistyo, “Pemberdayaan UMKM Menuju Go International,” Investor Daily, 2020. [Online]. Available: https://investor.id/opinion/pemberdayaan-umkm-menuju-go-international. [Accessed: 24-Jan-2020].
D. M. Haryanti and I. Hidayah, “Potret UMKM Indonesia: Si Kecil yang Berperan Besar.,” ukmindonesia.id, 2018.
B. K. Depok, “Kota Depok Dalam Angka,” 2020.
A. Kurniawan and M. Asharudin, “Small and Medium Entreprises (SMEs) Faced Digital Marketing,” Econ. Bus., vol. 1, no. 2, pp. 1–34, 2016.
H. Kartajaya, Marketing for turnaround: Realizing the network company. Jakarta: Gramedia Pustaka Utama, 2012.
A. Setyaningrum, Prinsip-Prinsip Pemasaran. Yogyakarta: Andi, 2015.
P. Kotler and G. Armstrong, Principles of Marketing, 16 Edition. London: Pearson Education, Inc, 2016.
P. Kotler and K. Keller, Marketing Management. England: Pearson, 2016.
I. K. Dewi and A. Mashar, Nilai-Nilai Profetik Dalam Kepemimpinan Modern Pada Manajemen Kinerja. Yogyakarta: CV GRE Publishing, 2019.
S. F. Hidayatullah and R. G. Patalo, “Entrepreneural Marketing: Peningkatan Kinerja Pemasaran Dengan Entrepreneural Marketing dan Keunggulan Bersaing.,” Uwais Inspirasi Indonesia, Jawa Timur, 2019.
Yuhui, “Measuring Marketing Performance: A Review and a Framework,” Mark. Rev., vol. 10, no. 1, pp. 25–40, 2010.
Moeheriono, Pengukuran Kinerja Berbasis Kompetensi. Jakarta: Rajawali Pers, 2012.
A. . Ferdinand, Structural Equation Modelling dalam Penelitian Manajemen. Semarang: BP-UNDIP, 2002.
Pujiyanto, Periklanan. Malang: Universitas Negeri Malang, 2001.
N. Malmelin, “What is advertising literacy: Exploring the dimensions of the advertising literacy,” J. Vis. Lit., vol. 29, no. 2, pp. 129–142, 2010.
R. Lupiyoadi, Manajemen Pemasaran Jasa Berbasis Kompetensi. Jakarta: Salemba Empat, 2013.
B. Alma, Manajemen Pemasaran dan Manajemen Jasa. Bandung: Alfabeta, 2016.
J. P. Peter and J. H. Donnelly, Marketing management: knowledge and skills, 11th ed. Boston: Mcgraw-Hill, 2013.
F. Tjiptono, Strategi Pemasaran, 4th ed. Yogyakarta: Andi Yogyakarta, 2015.
L. Eagle, J. K. Philip, and B. SAndy, “Insights Into Interpreting Integrated Marketing Communication: A Two-Nation Qualitative Comparison,” Eouropean J. Mark., 2007.
Nurdin and T. Djuhartono, “Pengaruh Periklanan Dan Kualitas Produk Terhadap Keputusan Membeli Handphone Merek Samsung Pt. Telkomsel,” Sosio e-Kons, vol. 11, no. 1, pp. 46–54, 2019.
R. S. Putri and I. Safri, “Pengaruh Promosi Penjualan Dalam Meningkatkan Penjualan,” J. Valuta, vol. 1, no. 2, pp. 298–321, 2015.
N. F. Yudith, “Analisis Distribusi Selling-In Untuk Meningkatkan Kinerja Pemasaran,” Universitas Diponegoro, 2005.
G. Sugiyarti, “Analisis Efektivitas Kegiatan dan Tingkat Pengalaman dalam Meningkatkan Kinerja Pemasaran Tenaga Penjualan dengan Kompetensi Teknik Sebagai Variabel Intervening Pada Usaha Kecil Menengah Pakaian Jadi di Kota Semarang,” Media Ekon. dan Manaj., vol. 33, no. 2, pp. 140–148, 2018.
O. A. Adegbuyi, F. A. Akinyele, and S. T. Akinyele, “Effect of Social Media Marketing on Small Scale Business Performance in Ota-Metropolis, Nigeria,” Int. J. Soc. Sci. Manag., vol. 2, no. 3, pp. 275–283, 2015.
K. Aswar and Ermawati, “Determination Cost of Sales and Utilization of Internet Media for SMEs Marketing in Kelanggaran Unyur,” Eur. J. Bus. Manag. Res., vol. 5, no. 5, pp. 1–3, 2020.
D. Prihadi and A. D. Susilawati, “Pengaruh Kemampuan E-Commerce dan Promosi di Media Sosial terhadap Kinerja Pemasaraan,” Benefit J. Manaj. Dan Bisnis, vol. 3, no. 1, 2018.
Downloads
Download data is not yet available.
##plugins.themes.bootstrap3.article.details##
How to Cite
Mardiatmi, A. B. D., & Pinem, D. (2021). Analysis on the Effect of Marketing Strategy Literacy towards MSME’s Marketing Performance in Depok, West Java. European Journal of Business and Management Research, 6(2), 8-11. https://doi.org/10.24018/ejbmr.2021.6.2.709
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
The names and email addresses entered in this journal site will be used exclusively for the stated purposes of this journal and will not be made available for any other purpose or to any other party.
Submission of the manuscript represents that the manuscript has not been published previously and is not considered for publication elsewhere.
