Heri Erlangga, heri.erlangga@unpas.ac.id (2022) The Effect of Product Promotion and Innovation Activities on Marketing Performance in Middle Small Micro Enterprises in Cianjur. Budapest International Research and Critics Institute-Journal (BIRCI-Journal, 4 (1). pp. 528-540. ISSN 2615-3076
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Abstract
This study aims to determine the effect of promotional activities and product innovation on marketing performance in Micro, Small and Medium Enterprises in Cianjur. The method used is explanatory research with analysis techniques using statistical analysis with regression testing, correlation, determination and hypothesis testing. The results of this study that promotional activities have a significant effect on marketing performance by 40.0%, hypothesis testing is obtained t count> t table or (7.915> 1.986). Product innovation has a significant effect on marketing performance by 38.5%, the hypothesis test obtained t count> t table or (7,669> 1,986). Promotional activities and product innovation simultaneously have a significant effect on marketing performance with the regression equation Y = 11.022 + 0.374X1 + 0.360X2. Contribution of influence is 49.3%, hypothesis testing obtained F count> F table or (45,302> 2,700). Keywords promotion activities; product innovation; marketing performance accountistudents, and accountants
| Item Type: | Article |
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| Subjects: | JOURNAL |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Administrasi Niaga 2021 |
| Depositing User: | mr yogi - |
| Date Deposited: | 29 Mar 2022 03:54 |
| Last Modified: | 29 Mar 2022 03:54 |
| URI: | http://repository.unpas.ac.id/id/eprint/56557 |
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