Strategi Penguatan Kinerja Manajemen UKM di Serang Banten

This research is motivated by the decline in sales turnover realization in Serang, Banten, West Java. As a result of intense competition, marketing improvements must be done immediately. Triple SMEs (government, academics and business people) with different and mutually supportive roles will support the promotion of SMEs, the government as a facilitator, academics provide education on marketing, financial and business strategies mediating marketing by implementing the marketing mix (product, price, place, promotion). The purpose of this research is to support the role of the triple helix which improves the marketing performance of SMEs. The results of this study are the marketing mix factors through academic wars that are significant to marketing performance, while the triple helix factor (the role of government and business people) is not related to marketing performance. The implication of this research is the need to increase the role of the triple helix, the government and business people need in order to boost SME marketing performance in Serang District.

Abstract licence: CC BY

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