Proceedings of the 4th Forum in Research, Science, and Technology (FIRST-T3-20)

Analysis of Marketing Mix Strategy on Consumer Value in Small and Medium Enterprises in Palembang, South Sumatra

Case Study of Palembang’s Traditional Processed Food

Authors
Riza Wahyudi, M. Thoyib, Firmansyah, Darul Amri
Corresponding Author
Riza Wahyudi
Available Online 25 January 2021.
DOI
10.2991/ahsseh.k.210122.024How to use a DOI?
Keywords
strategy, marketing mix, consumer value
Abstract

This research aims to determine the effect of market mix strategies on consumer value in Small Medium Enterprises in Palembang (case study of Palembang traditional processed food), by taking a sample of 180 middle-size business entrepreneurs with purposive non-probability sampling technique by distributing questionnaires from 3000 entrepreneurs as the population (Cooperatives and Small and Medium Enterprises Palembang). In order to know the partial and simultaneous relationship between marketing mix variables (Product, Price, Promotion and Place) and Consumer Value, regression analysis is used. The results of this study indicate that there is a positive and significant influence between the market mix strategy variable on consumer value, both partially and simultaneously.

Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 4th Forum in Research, Science, and Technology (FIRST-T3-20)
Series
Atlantis Highlights in Social Sciences, Education and Humanities
Publication Date
25 January 2021
ISBN
10.2991/ahsseh.k.210122.024
ISSN
2667-128X
DOI
10.2991/ahsseh.k.210122.024How to use a DOI?
Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Riza Wahyudi
AU  - M. Thoyib
AU  - Firmansyah
AU  - Darul Amri
PY  - 2021
DA  - 2021/01/25
TI  - Analysis of Marketing Mix Strategy on Consumer Value in Small and Medium Enterprises in Palembang, South Sumatra
BT  - Proceedings of the 4th Forum in Research, Science, and Technology (FIRST-T3-20)
PB  - Atlantis Press
SP  - 142
EP  - 146
SN  - 2667-128X
UR  - https://doi.org/10.2991/ahsseh.k.210122.024
DO  - 10.2991/ahsseh.k.210122.024
ID  - Wahyudi2021
ER  -