Enrichment : Journal of Management
Vol. 13 No. 2 (2023): June: Management Science And Field

The effect of product variation strategies premium pricing marketing communication and digital marketing on marketing performance

Maria Susana Elaman (Universitas Katolik Widya Mandira, Indonesia)
Yolinda Yanti Sonbay (Universitas Katolik Widya Mandira, Indonesia)
Gaudensius Djuang (Unknown)
Simon Sia Niha (Universitas Katolik Widya Mandira, Indonesia)
Anggraeny Paridy (Universitas Katolik Widya Mandira, Indonesia)

Article Info

Publish Date
23 Jun 2023

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 Kufeu-M'rian-Malaka.

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Journal Info
Enrichment : Journal of Management
Website

Abbrev

enrichment

Publisher

Institute Of Computer Science

Subject

Economics, Econometrics & Finance

Description

The Enrichment : Journal of Management offers wide ranging and widespread analysis of all surfaces of management and science. Published two times per year, it delivers a emphasis for universal proficiency in the vital methods, techniques and areas of research; presents a opportunity for its readers ...