Influence of Marketing Strategy, Brand Image and Customer Satisfaction Product Purchasing Decisions "We" at Bulog Subdivre Makassar

DOI

10.2991/icame-18.2019.71How to use a DOI?

Keywords

Entrepreneurship, women entrepreneurs

Abstract

The purpose of this study is to determine whether the dimensions of innovation culture, motivation, and entrepreneurship orientation affect the advantage competition of SMEs in South Sulawesi Province in selected districts/cities owned by Women Entrepreneurs. The population in this study is SMEs in South Sulawesi Province in selected districts/cities that are owned by Women Entrepreneurs. Samples taken were 83 respondents using the Non-Probability Sampling technique with a Purposive approach sampling, which is sampling based on specific targets, while the sampling criteria are female entrepreneur respondents in SMEs in South Sulawesi Province. Based on the results of the study, the regression equation is obtained as follows: Y = 1.005 + 0.221 X1 + 0.229 X2 + 0.585 X3. Based on statistical data analysis, all indicators in this study are valid, and all variables are reliable. In classical assumption testing, multicollinearity-free regression models, heteroscedasticity does not occur, and data normally distributed. The most influential variable is the entrepreneurship orientation variable with a regression coefficient of 0.585, then motivation variable with a regression coefficient of 0.229, then innovation culture variable with a regression coefficient of 0.221. SMEs in South Sulawesi Province in selected districts/cities owned by Women Entrepreneurs need to maintain elements that have been considered good so that SMEs in South Sulawesi Province can compete and need to improve things that are considered lacking.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Siti Mardati Milka P
AU  - Jumidah Maming
AU  - Harry K
AU  - Andi Reni
AU  - Ahmad Daeng GS
PY  - 2019/08
DA  - 2019/08
TI  - Influence of Marketing Strategy, Brand Image and Customer Satisfaction Product Purchasing Decisions "We" at Bulog Subdivre Makassar
BT  - Proceedings of the 3rd International Conference on Accounting, Management and Economics 2018 (ICAME 2018)
PB  - Atlantis Press
SP  - 664
EP  - 680
SN  - 2352-5428
UR  - https://doi.org/10.2991/icame-18.2019.71
DO  - 10.2991/icame-18.2019.71
ID  - MilkaP2019/08
ER  -