Analysis of Marketing Mix Strategy on Consumer Value in Small and Medium Enterprises in Palembang, South Sumatra

Case Study of Palembang’s Traditional Processed Food

DOI

10.2991/ahsseh.k.210122.024How to use a DOI?

Keywords

strategy, marketing mix, consumer value

Abstract

This research aims to determine the effect of market mix strategies on consumer value in Small Medium Enterprises in Palembang (case study of Palembang traditional processed food), by taking a sample of 180 middle-size business entrepreneurs with purposive non-probability sampling technique by distributing questionnaires from 3000 entrepreneurs as the population (Cooperatives and Small and Medium Enterprises Palembang). In order to know the partial and simultaneous relationship between marketing mix variables (Product, Price, Promotion and Place) and Consumer Value, regression analysis is used. The results of this study indicate that there is a positive and significant influence between the market mix strategy variable on consumer value, both partially and simultaneously.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Riza Wahyudi
AU  - M. Thoyib
AU  - Firmansyah
AU  - Darul Amri
PY  - 2021
DA  - 2021/01/25
TI  - Analysis of Marketing Mix Strategy on Consumer Value in Small and Medium Enterprises in Palembang, South Sumatra
BT  - Proceedings of the 4th Forum in Research, Science, and Technology (FIRST-T3-20)
PB  - Atlantis Press
SP  - 142
EP  - 146
SN  - 2667-128X
UR  - https://doi.org/10.2991/ahsseh.k.210122.024
DO  - 10.2991/ahsseh.k.210122.024
ID  - Wahyudi2021
ER  -