STRATEGI DIFERENSIASI DAN DISVERSIFIKASI PRODUK DAN PENGARUHNYA TERHADAP PENJUALAN PADA INDUSTRI SOUVENIR SONGKET DI KOTA PALEMBANG

PUTRO, SENO BAYU and Teguh, Muhammad and Harunurrasyid, Harun (2020) STRATEGI DIFERENSIASI DAN DISVERSIFIKASI PRODUK DAN PENGARUHNYA TERHADAP PENJUALAN PADA INDUSTRI SOUVENIR SONGKET DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This research aimed to see how product differentiation and diversification strategies affect sales levels in the songket souvenir industry in Palembang. In this study the data analysis technique used is descriptive qualitative and quantitative descriptive using multiple linear regression analysis methods using panel data. The results of this study stated that the product differentiation coefficient is 0.01 which means that the differentiation variable has a positive effect on sales value, while the product diversification coefficient value is 0.05 which means that the diversification variable has a positive effect on sales value. If seen partially the product differentiation variable has no significant effect whereas the product diversification variable has a significant effect on the sales variable, then when viewed simultaneously the product differentiation and diversification variable has a significant effect.

Item Type:	Thesis (Undergraduate)
Subjects:	H Social Sciences > HB Economic Theory > HB3711-3840 Business cycles. Economic fluctuations H Social Sciences > HD Industries. Land use. Labor > HD2350.8-2356 Large industry. Factory system. Big business
Divisions:	01-Faculty of Economics > 60201-Development Economics (S1)
Depositing User:	Users 5943 not found.
Date Deposited:	05 Jun 2020 07:20
Last Modified:	05 Jun 2020 07:20
URI:	http://repository.unsri.ac.id/id/eprint/29734

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