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All Journal Leuit, Journal of Local Food Security
Hafilda, Siti Azky
Jurusan Agribisnis, Fakultas Pertanian, Universitas Sultan Ageng Tirtayasa
Agriculture, Biological Sciences & Forestry

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PENGARUH KUALITAS PRODUK, DISTRIBUSI, DAN DIGITAL MARKETING TERHADAP KINERJA PEMASARAN UMKM KULINER LOKAL PECAK BANDENG KOTA SERANG DI MASA PANDEMI Hafilda, Siti Azky; Meutia, Meutia Meutia; Bukhari, Ahmad
Leuit (Journal of Local Food Security) Vol 2, No 1 (2021)
Publisher : Pusat Unggulan Iptek Ketahanan Pangan Universitas Sultan Ageng Tirtayasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37818/leuit.v2i1.13798

Abstract

This study aimed to identify the influence of product quality, distribution and digital marketing towards the marketing performance of the UMKM of pecak bandeng as local culinary in pandemic era. The kind of data used in this study is the primary data based on questionnaires given to the owners of pecak bandeng UMKM in Serang city which have used digital marketing. The measurement techniques using likert scale 1-5 and tested with the validity and reliability. The data analysis technique used to answer a hypothesis is multiple linear regression analysis. The results of this study showed that product quality, distribution and digital marketing have an influence on the marketing performance with a significance value 0.00 < 0.05. The result means that H0 was rejected and H1 was accepted. And the result means the coefficient of determination indicates product quality, distribution and digital marketing has an influence towards the marketing performance is 96% while the rest 4% influenced by other factors.
Co-Authors Bukhari, Ahmad Meutia, Meutia