Marketing Strategy Analysis of Micro, Small and Medium Enterprises of Culinary Field in the East Bogor Region

Saparuddin Mukhtar, Sri Indah Nikensari, Hanny Mariani and Rifelly Dewi Astuti

Abstract:

This study aims to analyze the influence of marketing strategy on the success of small and medium enterprises culinary in the ​​East Bogor region.

To analyze the influence of marketing strategy on the success of micro and small business in culinary in the East Bogor region, using regression analysis.

Based on the results of data analysis shows that: 1) there is a positive influence between marketing strategy and business success; 2) data analysis technique used in this research the first is looking for regression equation. And the analysis between marketing strategy with business success has regression equation that is Ŷ = 55,60 + 0,373X; 3) to test the correlation coefficient of 0.619 which means there is a positive relationship between marketing strategy with business success. 4) Based on the test coefficient of determination can be concluded that the marketing strategy as one of the factors that affect the success of the business of 38.3%, while 61.7% influenced by other factors not examined.