Strategi Peningkatan Kinerja Pemasaran Kain Tenun Sutera Melalui Analisa Bauran Pemasaran dan Inovasi Produk di Tengah Masa Pandemi Covid-19

Azlan Azhari
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Abstract

This study was conducted to determine the effect of implementing marketing strategies and innovations carried out in an effort to improve the marketing performance of Sengkang silk weaving during the Covid-19 pandemic. This research was conducted from May to June 2021 using a quantitative research approach. The research method used is using primary data and secondary data obtained from observations, in-depth interviews, and distributing questionnaires to respondents totaling 100 people obtained from the calculation of Slovin's formulation. The samples of this research are the people who are included as customers of Sengkang silk woven fabrics. The results showed that the analysis of marketing strategies consisting of product, price, promotion and distribution as well as product innovation had a positive and significant effect on increasing marketing performance on sales of Sengkang silk weaving products. This shows that the better application of products, prices, promotions, and distribution as well as product innovations that are carried out will have an impact on increasing marketing performance on silk weaving sales obtained by the owners of the Sengkang silk weaving craft.
Covid-19大流行期间,通过对营销组合和产品创新的分析来提高丝绸销售性能的战略
本研究旨在确定实施营销策略和创新的效果,以提高新冠肺炎大流行期间盛康丝织的营销绩效。本研究于2021年5月至6月采用定量研究方法进行。使用的研究方法是通过观察获得的一手数据和二次数据,深入访谈,并向根据Slovin公式计算得出的100人发放调查问卷。本研究的样本为被纳入成康丝织面料客户的人群。研究结果表明,产品、价格、促销、分销营销策略分析和产品创新对提升生康丝织产品销售营销绩效具有积极显著的作用。由此可见,在产品、价格、促销、分销等方面的更好运用,以及产品的创新,将会对生康丝织工艺所有者获得的丝织销售产生提高营销业绩的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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