Pengaruh Variasi Produk dan Sistem Penjualan terhadap Kinerja Pemasaran UMKMdi Kecamatan Kampa

Pratama, Prima Yodes and Librianty, Nany and Hasan, Samsurijal and Farhas, Rizqon Jamil and Fithriyana, Rinda (2024) Pengaruh Variasi Produk dan Sistem Penjualan terhadap Kinerja Pemasaran UMKMdi Kecamatan Kampa. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6 (11). pp. 7345-7364. ISSN 2656-2871

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Abstract

The problem in this research is the low variety of products and sales systems on the marketing performance of MSMEs in Kampa sub-district. This research aims to determine the effect of product variations and sales systems on the marketing performance of MSMEs in Kampar District. The variables used in this research are product variations and sales systems as independent variables and marketing performance as the dependent variable. This research is quantitative research. The data source in this research is primary data where the data collection method uses a questionnaire method which was distributed to all MSMEs in Kampa District which were the research subjects, totaling 53 respondents. The research population for MSMEs in Kampa sub-district is 61 MSMEs. The sample for this research consisted of 53 MSMEs. The results of this research show that product variations have a positive and significant effect on marketing. The sales system variable has a positive and significant influence on marketing performance. Based on the calculated product variations and sales systems can jointly influence the marketing performance of MSMEs in Kampa District.Keywords: Product Variety, Sales System, Marketing Performance, Micro Small And Medium Enterprises

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