Nurjaman, Kadar (2022) Analysis of the Effect of External Environment and Marketing Strategy on the Marketing Performance of MSME Fashion. International Journal of Demos (IJD), 4 (2). pp. 665-675. ISSN 2721-0642
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Abstract
The purpose of this study was to determine the effect of the external environment and marketing strategy on the marketing performance of fashion SMEs in the Bandung area. This research use quantitative methods. Primary and secondary data were analyzed in this study. The study's preliminary results comes from questionnaires administered to ten respondents using the Likert scale. Validation tests, reliability tests, and hypothesis testing were used in this study's data analysis. According to the statistics and study findings, external environmental variables have a positive but non-significant effect on marketing performance; and marketing strategy has a positive but non-significant effect on marketing performance.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Analysis, Influence, External Environment, Marketing Strategy, Marketing Performance, MSMEs |
| Subjects: | General Management General Management > Data Processing and Analysis of Marketing |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Manajemen Fakultas Ekonomi dan Bisnis Islam > Program Studi Manajemen |
| Depositing User: | Kadar Nurjaman |
| Date Deposited: | 17 May 2023 02:31 |
| Last Modified: | 17 May 2023 02:31 |
| URI: | https://digilib.uinsgd.ac.id/id/eprint/68040 |
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