The impact of internal business environment on marketing strategies effecting marketing performance: Case of retail industry Bandung city, Indonesia

Dicky Jhon Anderson Butarbutar and Annisa Lisdayanti
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Dicky Jhon Anderson Butarbutar: Faculty of Business and Management, Widyatama University, Bandung, Indonesia
Annisa Lisdayanti: Faculty of Business and Management, Widyatama University, Bandung, Indonesia

International Journal of Research in Business and Social Science (2147-4478), 2020, vol. 9, issue 4, 385-391

Abstract: This research specifically aims to evaluate the influence of directly and indirectly internal business environments on the marketing strategy and marketing performance of the retail industry in the city of Bandung. The population in this study amounted to 442 minimarkets with the formula Slovin to determine the sample, obtained 82 samples to be researched. The methods in this study use descriptive and vermicular methods. The results in a partial internal environment have an influence on the marketing strategy of retail industry minimarket Bandung and marketing strategy also has an influence on the marketing performance of the retail industry minimarket Bandung City. Simultaneous testing found that the internal environment and marketing strategy had a significant influence on the marketing performance of retail industry minimarket Bandung with great influence 58.6% The remaining 41.4% influenced By other factors beyond this research. This research also finds indirectly internal environment also has a significant influence on the marketing strategy of the retail industry minimarket Bandung in a positive direction. So the ability to understand the internal environmental conditions well will help the accuracy in decision-making strategies and impact on the marketing performance improvement of the retail industry minimarket Bandung. Key Words: Internal business environment, marketing strategy, marketing performance

Date: 2020
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