ANALISIS KINERJA PEMASARAN PADA INDUSTRI OLAHAN GERABAH DI KABUPATEN TAKALAR PROVINSI SULAWESI SELATAN

Merry Margareth Pelupessy

doi:10.30598/manis.1.1.1-8

Merry Margareth Pelupessy Universitas Pattimura

DOI: https://doi.org/10.30598/manis.1.1.1-8

Keywords: product,business,and the effectiveness of distribution channel strategies.

Abstract

The aims of the research were to anayze marketing performance of processing in
dustry of earthenware vessels and to find out whether product,business,and the
effectiveness of distribution channel strategies have influence on the increase of
marketing performance.The populations were the owners of processing business
of earthenware vessels in Pattalassang district of takalar Regency consisting120
industries.The sample consisted of 57 industries selected using simple random
sampling method based on Rao formulae.The data were obtained in two step,i.e.
library study and questionnaire.The measurement of variables used LIKERT
Scale which indicated the level of respondents agreement with a score raging from
1 to 5 (really agre,agree,quite agree,not agree,really not agree).The datewere
analyzed using multiple linear regression analysis.The results of inferential
analysis indicate that the variables of product(X1),business(X2),and the
effectiveness of distribution channel(X3) strategies have positive and significant
influence on marketing performance either simultaneously or partially.The
obtained regression equation is y =1.115 + 0.525x1 +0.237x2 + 0.025x3.

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