Pengaruh Strategi Variasi Produk, Penetapan Harga Premium, Komunikasi Pemasaran dan Digital Marketing Terhadap Kinerja Pemasaran pada BUMDes Kufeu M’rian Kecamatan Io Kufeu Kabupaten Malaka

ELAMAN, Maria Susana (2023) Pengaruh Strategi Variasi Produk, Penetapan Harga Premium, Komunikasi Pemasaran dan Digital Marketing Terhadap Kinerja Pemasaran pada BUMDes Kufeu M’rian Kecamatan Io Kufeu Kabupaten Malaka. Masters thesis, Universitas Katolik Widya Mandira Kupang.

	Text ABSTRAK.pdf Download (1MB)
	Text BAB I.pdf Download (557kB)
	Text BAB II.pdf Restricted to Repository staff only Download (510kB)
	Text BAB III.pdf Restricted to Repository staff only Download (510kB)
	Text BAB IV.pdf Restricted to Repository staff only Download (747kB)
	Text BAB V.pdf Download (447kB)

Abstract

Thesis entitled "The Effect of Product Variation Strategies, Premium Pricing, Marketing Communication and Digital Marketing on Marketing Performance at BUMDes Kufeu M'rian Io Kufeu District, Malaka Regency " by Maria Susana Elaman, NIM 8112201038MM, under the guidance of Dr. Yolinda Yanti Sonbay, SE, M.Sc and Drs. Ec.Gaudensius Djuang, MM. BUMDes Kufeu M'rian was a business on fields of moringa cultivation in 2018. Sales volume from 2019-2021 has fluctuated and tends to decrease. The phenomena include less varied products, high prices, less than optimal communication, and digital marketing. This study aims to determine (1) consumer perceptions of product variety strategies, premium pricing, marketing communications, and digital marketing as well as descriptions of marketing performance at BUMDes Kufeu M'rian, (2) the significance of the effect of product variation strategies, the significance of the influence of premium pricing strategies, the significance of the influence of marketing communications, and the partial significance of the influence of digital marketing on marketing performance. (3) the significance of the effect of product variation strategies, premium pricing, marketing communications, and digital marketing simultaneously on marketing performance. This study uses an associative quantitative approach. The data in this study are primary data from a questionnaire for the entire population of 50 customers at BUMDes Kufeu M'rian. Data analysis techniques using descriptive statistics and inferential statistics with SPSS 15.00 software. The results of the descriptive analysis show that the average achievement of product variation strategy variable indicators is 79.46%, premium pricing is 74.66%, marketing communications is 82.08%, and digital marketing indicator achievement is 70.71%. Everything falls into the proper category. t test results show that the significance value of product variation strategy is 0.019, premium pricing is 0.008, marketing communications is 0.006, and digital marketing is 0.030. All variables partially have a positive and significant effect on marketing performance. Simultaneously, product variation strategies, premium pricing, marketing communications and digital marketing have a positive and significant impact on marketing performance with a significance of 0.000 or <0.05. Based on the conclusions, recommended that additional product variations, more varied product sizes, continuous consistency of good communication, while still responding quickly and friendly to online and offline purchases and following up on complaints immediately. Digital marketing implementation of BUMDes Kufeu M'rian must focus on marketing via Instagram because it is most popular with consumers.

Actions (login required)

View Item