SONBAY, Yolinda Yanti and DJUANG, Gaudensius and SIA NIHA, Simon and PARIDY, Anggraeny (2023) The effect of product variation strategies premium pricing marketing communication and digital marketing on marketing performance. Journal of Management, 13 (2). pp. 1024-1032. ISSN 2087-6327
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Abstract
This study aims to determine the effect of product variation strategies, premium pricing, marketing communication, and digital marketing on marketing performance. Conducted this research in Malaka, East Nusa Tenggara. A population of 50 respondents. The analytical method used SPSS 15.00. This result rejects the proposed hypothesis, which is quite good. Consumer perceptions of product variety strategies, premium pricing, marketing communication and digital marketing at BUMDes Kufeu-M'rian-Malaka are good. The results showed that all strategies carried out had a positive and significant effect on marketing performance. Premium pricing has a positive and significant effect on the marketing performance of BUMDes KufeuM'rian-Malaka.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Digital Marketing; Marketing communication; Marketing performance; Product variation strategy; Premium pricing. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomika dan Bisnis > Program Studi Magister Manajemen |
| Depositing User: | Vinsensius Nensi |
| Date Deposited: | 17 Jul 2025 03:11 |
| Last Modified: | 17 Jul 2025 03:11 |
| URI: | http://repository.unwira.ac.id/id/eprint/20730 |
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