PENGARUH BAURAN PEMASARAN 4P TERHADAP KINERJA BISNIS UMKM DI KOTA CILEGON MELALUI PENGGUNAAN E-COMMERCE FOOD DELIVERY (Studi Kasus: UMKM Inkubasi Dinas Koperasi dan UMKM Kota Cilegon)

Yaasmiin, Yasyifaa (2024) PENGARUH BAURAN PEMASARAN 4P TERHADAP KINERJA BISNIS UMKM DI KOTA CILEGON MELALUI PENGGUNAAN E-COMMERCE FOOD DELIVERY (Studi Kasus: UMKM Inkubasi Dinas Koperasi dan UMKM Kota Cilegon). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

	Text Yasyifaa Yaasmiin_4441200066_Fulltext.pdf Restricted to Registered users only Download (2MB)
	Text Yasyifaa Yaasmiin_4441200066_01.pdf Restricted to Registered users only Download (688kB)
	Text Yasyifaa Yaasmiin_4441200066_02.pdf Restricted to Registered users only Download (136kB)
	Text Yasyifaa Yaasmiin_4441200066_03.pdf Restricted to Registered users only Download (63kB)
	Text Yasyifaa Yaasmiin_4441200066_04.pdf Restricted to Registered users only Download (397kB)
	Text Yasyifaa Yaasmiin_4441200066_05.pdf Restricted to Registered users only Download (35kB)
	Text Yasyifaa Yaasmiin_4441200066_Ref.pdf Restricted to Registered users only Download (92kB)
	Text Yasyifaa Yaasmiin_4441200066_Lamp.pdf Restricted to Registered users only Download (1MB)

Abstract

This research aims to examine the influence of the 4P marketing mix (Product, Price, Place, Promotion) on the business performance of Micro, Small, Medium enterprises (MSMEs) incubated by the Department of Cooperatives and Micro, Small, Medium enterprises (MSMEs) in Cilegon City, through the use of Ecommerce food delivery platforms. Data was collected through questionnaires distributed to MSMEs owners, with a total of 62 respondents. Path analysis using SmartPLS 4 was employed to assess the relationships between variables. The findings reveal that product and price have a significant direct effect on business performance, while place and promotion do not. However, place becomes significant when mediated by the use of E-commerce, as it enhances visibility for Micro, Small, Medium enterprises (MSMEs) located in less strategic areas. On the other hand, price becomes insignificant when mediated by E-commerce due to additional costs such as administration and shipping fees. Promotion remains insignificant, both directly and through mediation, as Micro, Small, Medium enterprises (MSMEs) have not optimized their promotional strategies.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	Gunawan, Gugun	196211102000121001
Thesis advisor	Bukhari, Ahmad	197103092005011003

Additional Information:

Penelitian ini bertujuan untuk menguji pengaruh bauran pemasaran 4P (Produk, Harga, Tempat, Promosi) terhadap kinerja usaha Usaha Mikro, Kecil, Menengah (UMKM) binaan Dinas Koperasi dan Usaha Mikro, Kecil, Menengah (UMKM) Kota Cilegon melalui pemanfaatan platform pesan-antar makanan E-commerce. Pengumpulan data dilakukan melalui penyebaran kuesioner kepada pemilik UMKM dengan jumlah responden sebanyak 62 orang. Analisis jalur menggunakan SmartPLS 4 digunakan untuk menilai hubungan antar variabel. Hasil penelitian menunjukkan bahwa produk dan harga memiliki pengaruh langsung yang signifikan terhadap kinerja usaha, sedangkan tempat dan promosi tidak. Namun, tempat menjadi signifikan jika dimediasi oleh pemanfaatan E-commerce karena meningkatkan visibilitas bagi Usaha Mikro, Kecil, Menengah (UMKM) yang berlokasi di wilayah yang kurang strategis. Di sisi lain, harga menjadi tidak signifikan jika dimediasi oleh E-commerce karena adanya biaya tambahan seperti biaya administrasi dan biaya pengiriman. Promosi masih kurang maksimal, baik secara langsung maupun melalui mediasi, karena Usaha Mikro, Kecil, dan Menengah (UMKM) belum mengoptimalkan strategi promosinya.

Uncontrolled Keywords:

Marketing mix, E-commerce food delivery, Micro, Small, Medium enterprises (MSMEs), business performance

Subjects:

S Agriculture > S Agriculture (General)

Divisions:

04-Fakultas Pertanian
04-Fakultas Pertanian > 54201-Program Studi Agribisnis

Depositing User:

Mrs Yasyifaa Yaasmiin

Date Deposited:

10 Mar 2025 02:11

Last Modified:

10 Mar 2025 02:11

URI:

http://eprints.untirta.ac.id/id/eprint/47709

Actions (login required)

View Item

Search for collections on EPrints Repository UNTIRTA