Journal of Management, Entrepreneurship and Tourism
Vol. 2 No. 1 (2024): January 2024 Journal of Management Entrepreneurship and Tourism (JMET)

Management Skils and Marketing Strategy on Business Success of Songket Weaving Fabric of Sasak Lombok

Mispandi Mispandi (Pendidikan Ekonomi, Fakultas Ilmu Sosial dan Ekonomi, Universitas Hamzanwadi, Indonesia)
Lalau Hendra Wijaya (Pendidikan Sosiologi, Fakultas Pendidikan, Universitas Nahdlatul Ulama, Indonesia)
Muh Fahrurrozi (Pendidikan Ekonomi, Fakultas Ilmu Sosial dan Ekonomi, Universitas Hamzanwadi, Indonesia)
Anthony Nnamdi Ogbolu (Research And Development Manager, GCL Global Consulting, Nigeria)

Article Info

Publish Date
17 Jan 2024

Abstract

This study aims to analyze and describe the effect of management capabilities and marketing strategies on business success. This type of research is quantitative. This research was conducted in the village of voluntary and the village of Rembitan, Central Lombok district, which became the subject of this study. The sample in this study was 300 respondents who are woven cloth entrepreneurs. The data collection technique is done using a questionnaire that has been tested for validity and reliability. The data analysis technique used is multiple regression. The results of this study indicate that: (1) management ability has a positive and significant effect on the success of the songket woven fabric business by 37.3% with a significance value (p) <0.05. (2) Marketing strategy has a positive and significant effect on business success by 38.7% with a significance value (p) <0.05

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Journal Info
Journal of Management, Entrepreneurship and Tourism
Website

Abbrev

jmet

Publisher

Sumber Belajar Sejahtera

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Journal of Management Entrepreneurship and Tourism (JMET) is a high-quality open-access peer-reviewed research journal. providing a platform for researchers, academicians, professionals, practitioners, and students to impart and share knowledge in the form of high-quality empirical and theoretical ...