Strategi Digital Bauran Pemasaran 4p Terhadap Kinerja UMKM Kota Palopo
DOI:
https://doi.org/10.32493/jpkpk.v5i2.12930Keywords:
Produk, Harga, Promosi, TempatAbstract
Penelitian ini bertujuan untuk mengetahui strategi digital Bauran pemasaran 4p terhadap kinerja umkm Kota Palopo. Metode ini menggunakan metode kuantitatif dengan menggunakan data primer, metode pengambilan data menggunakan survei kuesioner kepada 112 responden UMKM Kota Palopo. Analisis dalam penelitian ini menggunakan analisis regresi linear berganda, setelah data dikumpulkan data analisis menggunakan program SPSS versi 23. Hasil penelitian ini dengan analisis regresi linear berganda menggunakan pengujian koefisien determinasi (R2) dan uji hiotesis uji (T). Hasil penelitian ini menunjukan bahwa product (X1), price (X2), promotion (X3), place (X4), berpengaruh positif atau signifikan terhadap kinerja UMKM.References
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