Marketing Mix Analysis In Increasing Furniture MSMEs Sales Volume In Cirebon District

Authors

  • Diana Octa Universitas Swadaya Gunung Jati [email protected]
  • Rifa Rohidatul Aisya Universitas Swadaya Gunung Jati Cirebon
  • Ramlah Puji Astuti Universitas Swadaya Gunung Jati

DOI:

https://doi.org/10.59141/jrssem.v4i1.678

Keywords:

MSMEs;, product;, price;, place;, promotion

Abstract

This research aims to determine and analyze the marketing mix such as product, price, place and promotion on furniture sales volume in Cirebon Regency. This research was conducted with the hope of increasing sales volume for furniture MSMEs in Cirebon Regency. This research uses quantitative research. The data used in the research uses primary data collected by distributing questionnaires to 100 MSME owners in Cirebon Regency. The method used in the research is Random Sampling. Data were analyzed using Partial Least Squares Structural equation modeling (SEM-PLS) with the Smart-PLS 3.0 application. Research findings show that Product and Promotion have a negative impact on sales volume. Apart from that, the Price and Place variables have a positive effect on sales volume.

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Published

2024-08-20

How to Cite

Octa, D., Rohidatul Aisya, R. ., & Puji Astuti, R. (2024). Marketing Mix Analysis In Increasing Furniture MSMEs Sales Volume In Cirebon District. Journal Research of Social Science, Economics, and Management, 4(1), 57–66. https://doi.org/10.59141/jrssem.v4i1.678

Issue

Vol. 4 No. 1 (2024): Journal Research of Social Science, Economics, and Management (Spesial Issue)

Section

Articles

License

Copyright (c) 2024 Diana Octa, Rifa Rohidatul Aisya, Ramlah Puji Astuti

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