Marketing Mix Effect On Business Development In Small And Medium Business Sector (Study On Smes In The Area Of Depok)

Abstract

Small and medium enterprises have a significant role in the Indonesian economy, but in the development of its business is still encountering many obstacles. One obstacle is the marketing strategy used is still not effective in their business activities. The object of this study was small and medium businesses in the city of Depok. The sample selection of respondents using random sampling methods and variables in this study were the size of the product, the price dimension, the dimension distribution, the promotion dimensions and dimensions of business development promotions. The objective is to examine the idea of marketing activity on Small and Medium Enterprises in the city of Depok, identifying the various obstacles faced and efforts to help and find out how far the influence of marketing mix on the development of small and medium enterprises. The results of this study are as large or approximately 34% of respondents engaged in trade and services, number of employees as much as 1-25 people and with capital of less than Rp. 20 Juta. 20 Million. Collectively influence the marketing mix to the development of significant business in 0016 and the partial value of the variable design, business location, product variation, product distribution, payments gradually, product price discounts, direct marketing and sales promotion.