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

Merry Margareth Pelupessy

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.

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

 


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DOI: http://dx.doi.org/10.30598/manis.v1i1.151

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