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IJSTR >> Volume 6 - Issue 6, June 2017 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616

Marketing Strategies Influences On SME’s Cluster Performance

[Full Text]



Satria Tirtayasa



Marketing, strategies, influences, SME’s cluster.



The contribution of larges businesses to make the economy growth is very important, likewise the role of Small Business Enterprise (SME’s) where this industry has been believed so strong from the effect of crisis economic in Indonesia. In generaly, SME’s owner are business man/woman that have minimum assets Rp. 500 million where their gathers together to make the cooperative assosiation in one area (SME’s Cluster) . So, in this cooperative assosiation can be expected the SME’s businessman help each others with making colaboration, internal or external networking to enhance their business performance. The internal networking simmilar with marketing strategies for instance strategi Promotion, Distribution, Production, and Raw material supplay, where the objectives are to enchance the SME’s performance. This study intends to examine the relationship between marketing strategies (Promotion, Distribution, Production, Raw material supplay) on SMSEs performance. The marketing strategies consist of our dimentions as follows promotion, distribution, production, and raw material supply. Meanwile, SME’s business performance indicators are market share and profit margin. The sample of research is 70 SME’s businessman where spread of Medan Tembung District, East Medan District, and Medan Perjuangan District. This research had used questionnaires method to collect the data from SME’s businessman. The analysis method had used multiple regression and the result of the research reveals that promotion had positive and significant relationship with SME’s performance.Distribution had positive and significant relationship with SME’s performance, Production has positive and significant relationship with SME’s performance.Raw material supplay had positiveve and significant relationship with SME’s performance. Furthermore, Marketing Strategies (Promotion, Distribution, Production, Raw material supplay simultaneous have significant relationship on SME’s Performances).



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