Pengaruh Pemasaran Kewirausahaan Terhadap Kinerja Penjualan Usaha Kecil di Kota Medan

M. Rikwan E.S Manik

Abstract


The purpose of this study was to determine the effect of entrepreneurial marketing which consist of Concepts and Strategies on SME Sales Performance in Medan City. This type of research is quantitative descriptive and the nature of the research is explanatory. The number of samples is 39 respondents, the type of sample used is total sampling / census. The analytical tool used is multiple linear regression. Data collection techniques are done through interviews, questionnaires, and observations. The results showed that the concepts and strategies of entrepreneurial marketing simultaneously and partially affected the sales performance of small businesses in Medan and the dominant factor influencing sales performance was the strategy of entrepreneurial marketing.


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References


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