PENGARUH PROMOSI TERHADAP KEBERHASILAN USAHA PELAKU UMKM

Abstract

The development of micro, small and medium enterprises (MSMEs) has recently attracted the
attention of the government, the local government has a very strategic role in growing the
development of regional MSMEs, especially the Cirebon City Government. This study aims to
determine the influence of food product marketing on the business success of MSME actors.
This research sample was obtained using purposive sampling techniques on food MSME actors
located in the SME Mall in Cirebon city with a total of 55 people. Data collection using
Google Form questionnaire. This study used quantitative analysis with validity test, reliability
test, simple linear regression analysis test, partial test (T Test), coefficient of determination.
The results showed that product marketing had a positive and significant effect on business
success. The percentage of influence of food product marketing on the success of MSME
businesses in the SME Mall in Cirebon city can be interpreted that 30.2% and 69.8% are
influenced by other variables that are not in the study.

Keywords: product marketing, success, msme