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All Journal E-Jurnal Akuntansi Universitas Udayana MEDIA BINA ILMIAH Jurnal Akuntansi dan Keuangan Eksos JURNAL LENTERA AKUNTANSI
Rahman Sastrawan
Jurusan Akuntansi Politeknik Negeri Pontianak, Indonesia
Religion Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : MEDIA BINA ILMIAH

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PENGARUH HARGA JUAL, MUTU PRODUK DAN PROMOSI TERHADAP KELANGSUNGAN USAHA DI ERA PANDEMI (Studi Pada UMKM Kecamatan Pontianak Barat) Rahman Sastrawan; Utin Nina Hermina; Ul Qadri; Nia Pratiwi
MEDIA BINA ILMIAH Vol 14, No 2: September 2019
Publisher : BINA PATRIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33758/mbi.v14i2.1370

Abstract

This study aims to analyze the effect of selling price, product quality and promotion on the survival of micro, small and medium enterprises (MSMEs) in the pandemic era. The research data used were the MSME actors in Pontianak City, West Pontianak District in the food and beverage industry sector, amounting to 60 people, while the sampling used purposive sampling technique. Kueisoner distributed to selected micro, small and medium enterprises (MSMEs). The data analysis technique uses multiple linear regression using the SPPS version 25 program. The results showed that the independent variables simultaneously influenced the business continuity variable (MSMEs) in the pandemic era, the influence was very strong seen from the R square value of 80.9%. Partial testing of the independent variables of selling price, product quality, and promotion affect business continuity (MSMEs) in the pandemic era.
Co-Authors Arianto Arianto Ariefanda Iqbal Perdhana Ariefanda Iqbal Perdhana Chornolius Hendreo Chornolius Hendreo Edi Saputra Ermina Toliang Nia Pratiwi Nia Pratiwi Ul Qadri Utin Nina Hermina