Abstract
The business performance is influenced by various factors such as marketing strategy and production factor. Both have important roles to improve business performance. However, the number of Troso weaving cloth decreased gradually from 2013 up to 2016. This study aims at knowing the impact of marketing strategy and production factor to the performance of small and medium enterprises on Troso weaving cloth simultaneously and partially. The population was 180 owners of Troso weaving cloth with the sample of 64. The sample was determined by using proportionate random sampling. Then, the variables for this study consist of independent variables that are marketing strategy (X1) and production (X2) factor; and dependent variable that is business performance (Y). Based on the percentage descriptive analysis. The marketing strategy variable has influence as many as 73% with good category, while the production factor influences business performance, 61% with the moderate category. This study has found that marketing strategy and production factor have positive and significant impact partially and simultaneously to the business performance of small and medium enterprises on Troso weaving cloth.
Highlights
Khasan Setiaji & Rifalatul Umi / Economics Development Analysis Journal Vol 8 (2) (2019). This world has developed nowadays. This encourages industries become the alternative source of economic potential
A small industry is an industry with small scale of ventures
The fact is that after the labours hired have been trained, they usually resign from their work places and run their own business even though their businesses are still categorized as small Having the above phenomena, the aims of this study is for knowing the influence of marketing strategy and production factor to the business performance of SMEs of Troso weaving cloth in Jepara district
Summary
The SMEs is one of economic ventures done by most Indonesian They contribute a lot to decrease the unemployment rate and Product Domestic Bruto (PDB). Based on Law No 9 Year 1995, a small industry is productive activities that has small scale It can meet the business feasibility with the maximum capital of Rp. 200.000.000,00 (two hundred million rupiah); and it does not include land building for having the business or it has Rp.1.000.000.000,00 (one million rupiah) per year as the maximum sales. Pushing the development of SMEs can be done by giving positive and real supports to the human resources, technology, infornation, fund and marketing access, export market expansion Those things become the indicators of success in building businesses based on society
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