PENGARUH DIVERSIFIKASI PRODUK, STRATEGI PEMASARAN, DAN PENGGUNAAN MEDIA SOSIAL TERHADAP PENJUALAN PADA UMKM SONGKET KOTA PALEMBANG (STUDI EMPIRIS PADA UMKM SONGKET PASAR KITO KOTA PALEMBANG)

RAMADHAN, MUHAMMAD RIFKI and Maryati, Sri (2022) PENGARUH DIVERSIFIKASI PRODUK, STRATEGI PEMASARAN, DAN PENGGUNAAN MEDIA SOSIAL TERHADAP PENJUALAN PADA UMKM SONGKET KOTA PALEMBANG (STUDI EMPIRIS PADA UMKM SONGKET PASAR KITO KOTA PALEMBANG). Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to test empirically and analyze the effect of product diversification, marketing strategy, and the use of social media on sales. The data used in this study is primary data obtained directly through distributing a list of questions in the form of a questionnaire to members of Songket MSMEs Pasar Kito in Palembang City. The population in this study was 50 Songket MSMEs Pasar Kito in Palembang City. The sampling technique in this study was a simple random sampling method, and 25 respondents were obtained from Songket MSMEs Pasar Kito in Palembang City. The data obtained was analyzed using descriptive statistical analysis techniques using the Statistical Package for Social Science (SPSS) software version 26. Based on the test results, it is known that the product diversification variable has no effect on sales, the marketing strategy variable has a positive effect on sales, and the use of social media variable has no effect on sales.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Diversifikasi Produk, Strategi Pemasaran, Penggunaan Media Sosial, Penjualan
Subjects:	H Social Sciences > HF Commerce > HF5601 Accounting
Divisions:	01-Faculty of Economics > 62201-Accounting (S1)
Depositing User:	Muhammad Rifki Ramadhan
Date Deposited:	18 Jan 2023 03:41
Last Modified:	18 Jan 2023 03:41
URI:	http://repository.unsri.ac.id/id/eprint/86344

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