The Impact of Marketing Strategies on Sales Performance: An Analysis of the 4Ps among OTOP Entrepreneurs

This study explores the relationship between marketing strategies, specifically the 4Ps (Product, Price, Place, Promotion), and sales performance among One Town One Product (OTOP) entrepreneurs. Utilizing a quantitative approach, the research investigates how these marketing strategies impact key indicators of sales performance, including overall sales, store performance, product success, and team effectiveness. A survey was administered to 62 OTOPreneurs, collecting data on the implementation of the 4Ps and their corresponding sales outcomes. The data were analyzed using Spearman’s Rank Correlation and Pearson’s Correlation to determine the strength and significance of the relationships between marketing strategies and sales performance. The results revealed that Sales Enhancement Ability (Price) and Store Management Ability (Place) had moderate, statistically significant positive correlations with sales performance. In contrast, Customer Service (Product) and Teamwork (Promotion) showed weak or non-significant correlations with sales outcomes. This suggests that, for OTOPreneurs, pricing strategies and effective store management are crucial factors for improving sales. The study emphasizes the need for targeted marketing interventions and offers recommendations for OTOP entrepreneurs to enhance their business performance through improved implementation of the 4Ps. Further research could explore additional factors influencing sales performance and use a larger, more diverse sample to improve generalizability.