The Effect of Promotion Strategies, Service Quality, and Responsibility on the Success Rate of Small and Medium Enterprise Actors at the Uptd PLUT Sumut

Rendy Al Barisya; Natanael Pakpahan; Rahmat Alamsyah Harahap

doi:10.63922/ijebir.v4i04.1990

Rendy Al Barisya Universitas Prima Indonesia
Natanael Pakpahan Universitas Prima Indonesia
Rahmat Alamsyah Harahap Universitas Prima Indonesia

DOI: https://doi.org/10.63922/ijebir.v4i04.1990

Keywords: Promotional strategy, Service quality, Responsibility, Success rate

Abstract

Issues such as ineffective promotional strategies, the quality of services provided in the success of the mentoring program, and the ability to respond to the needs and problems faced by SMEs have not been maximized. This study is a quantitative descriptive research using interview techniques, questionnaires, and document analysis. The study population consists of 200 clients, with 133 selected through simple random sampling. The results indicate that the influence of promotional strategies, service quality, and responsiveness simultaneously have a positive effect on the success rate, with F-calculated 15.601 > F-table 2.67 and sig. 0.000 < 0.05. The T-test for promotional strategies shows t-calculated 2.099 > t-table 1.65657 and sig. 0.038 < 0.05, service quality t-value 2.319 > t-table 1.65657 and sig. 0.022 < 0.05, responsibility t-value 3.603 > t-table 1.65657 and sig. 0.000 < 0.05. The adjusted R-square coefficient of determination test result of 0.249 means that 24.9% of the success rate is influenced by promotional strategy, service quality, and responsibility, while the remaining 75.1% is explained by other factors

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