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Analysis on the Effect of Marketing Strategy Literacy towards MSME’s Marketing Performance in Depok, West Java

Author

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  • Anastasia Bernadin Dwi Mardiatmi

    (Pembangunan Nasional Veteran Jakarta University, Indonesia)

  • Dahlia Pinem

    (Pembangunan Nasional Veteran Jakarta University, Indonesia)

Abstract

Micro, Small, and Medium-sized Enterprise (MSME) owners in Depok, West Java, have yet to apply good marketing strategies. Thus, marketing management literacy needs to be done. This research was intended to analyze and understand the effect of marketing strategy literacy, which is applied in MSME’s in Depok, West Java, towards marketing performance. The sampling technique used in this research was random sampling technique, with the samples being 30 MSME owners in Depok, West Java. This is an explanatory research, which used Smart PLS analysis tool. The results showed that R Square’s value is 0.643. Hypothesis testing revealed that advertising literacy variable affects marketing performance with a path coefficient value of 0.400; promotion sales literacy does not affect marketing performance with a path coefficient value of -0.088; personal sales literacy affects marketing performance with a path coefficient value of 0.641; and lastly, online marketing literacy does not affect marketing performance with a path coefficient value of -0.177.

Suggested Citation

  • Anastasia Bernadin Dwi Mardiatmi & Dahlia Pinem, 2021. "Analysis on the Effect of Marketing Strategy Literacy towards MSME’s Marketing Performance in Depok, West Java," European Journal of Business and Management Research, European Open Science, vol. 6(2), pages 8-11, March.
    • Handle: RePEc:epw:ejbmr0:v:6:y:2021:i:2:id:50709
    DOI: 10.24018/ejbmr.2021.6.2.709
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