CD Skripsi

Pengaruh Strategi Bauran Pemasaran Terhadap Kinerja Pemasaran Pada Petani Karet Rakyat Di Desa Lubuk Terentang Kecamatan Gunung Toar Kabupaten Kuantan Singingi

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ABSTRACT The marketing mix strategy is a comprehensive and sustainable solution for the development of human and economic resources in rural areas. Marketing performance is a factor used to measure marketing success. This study aims to analyze the effect of marketing mix strategy consisting of product differentiation, product elasticity functionalization, added value and resonance on marketing performance of smallholder rubber farmers in Lubuk Terentang Village, Gunung Toar District, Kuantan Singingi Regency. The population in this study were smallholder rubber farmers with a sample of 34 farmers who were determined by simple random sampling method. Testing the data analysis method used is multiple linear regression using SPSS. The results showed that the marketing mix strategy consisting of product differentiation, product elasticity functionalization, added value and resonance together had a significant and positive effect on marketing performance. Partially product differentiation and product elasticity functionalization have a significant and positive effect, and added value and resonance have no significant but positive effect on marketing performance of smallholder rubber farmers in Lubuk Terentang Village, Gunung Toar District, Kuantan Singingi Regency. Keywords: Marketing mix strategy, marketing performance, smallholder rubber farmers

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1706113291

Penerbit

Pekanbaru : Universitas Riau –Fakultas Pertanian–Agribisnsis., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1706113291

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

AGRIBISNIS

Info Detail Spesifik

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Pernyataan Tanggungjawab

DAUS

Versi lain/terkait

Lampiran Berkas

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