4P MARKETING MIX DIGITAL STRATEGY AGAINST PERFORMANCE OF MEMEs IN SAMARINDA CITY

Abstract

This study aims to determine the digital strategy of the 4p marketing mix on the performance of MSMEs in Palopo City. This method uses a quantitative method using primary data, the data collection method uses a questionnaire survey to 80 respondents of MSMEs in Palopo City. The analysis in this study uses multiple linear regression analysis, after the data is collected the analysis data uses the SPSS version 23 program. The results of this study are multiple linear regression analysis using the coefficient of determination (R²) and hypothesis testing (T). The results of this study indicate that product (X1), price (X2), promotion (X3), place (X4), have a positive or significant effect on the performance of SMEs