Pengaruh Marketing MIX 4-P Terhadap Kinerja Pemasaran Agroindustri Gula Aren Di Nagari Andaleh Baruh Bukit
DOI:
https://doi.org/10.29244/fagb.15.2.299-306Keywords:
aren, baruh bukit, marketing mix, SEM-PLSAbstract
Nagari Andaleh Baruh Bukit is one of the largest palm sugar-producing areas in Tanah Datar Regency, West Sumatra, with 98 small and medium enterprises (SMEs) in palm sugar processing. However, these businesses face challenges in product marketing. Currently, their products are only sold in traditional and local markets, and they lack modern branding, including proper packaging and business logos. This study aims to analyze the marketing mix's impact on marketing performance in the palm sugar agroindustry in Nagari Baruh Bukit. This research employs a descriptive, quantitative and explanatory method. The sample consists of 50 palm sugar agroindustry entrepreneurs selected using a non-probability sampling method. Data analysis is conducted using the SEM-PLS model. The results of the study show that the product and place variables have a positive and significant effect on marketing performance, while the promotion and price variables do not have a significant effect on marketing performance in the palm sugar agroindustry in Nagari Andaleh Baruh Bukik, Sungayang Sub-district, Tanah Datar Regency. It is recommended that palm sugar agroindustry actors in Nagari Andaleh Baruh Bukik focus their marketing strategies on improving product quality and innovation, as well as strengthening distribution channels to ensure easier consumer access to the products.
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