Improving MSME Marketing Performance through Marketing Strategy

Abstract

This study analyzes the impact of marketing strategy on marketing performance among Furniture SMEs in Tahunan District, Jepara Regency. The research utilizes probability sampling to collect data from 100 furniture entrepreneurs. The study examines marketing strategy as the independent variable (X) and marketing performance as the dependent variable (Y).The findings demonstrate that marketing strategy has a positive and significant influence on marketing performance in the studied furniture SMEs. The Coefficient of Determination (R2) of 80.4% indicates that marketing strategy accounts for a substantial portion of marketing performance variation, while the remaining 19.6% is attributed to variables outside the study's scope.This research provides valuable insights for furniture SME owners and managers in developing effective marketing strategies. The strong correlation between marketing strategy and performance suggests that strategic marketing approaches are crucial for success in the furniture industry sector of Tahunan District.