The Impact of Marketing Strategy, Product Innovation, Capital, and Operational Costs on MSME Revenue in Medan Johor District

Authors

  • Ribka Tiara Agustina Simbolon Universitas Prima Indonesia
  • Nur Afra Adha Universitas Prima Indonesia
  • ⁠Paskah Ria Sitorus Universitas Prima Indonesia

DOI:

https://doi.org/10.59086/ijest.v4i2.718

Keywords:

Marketing Strategy, Product Innovation, Capital, Operating Costs, Income Level

Abstract

This study aims to evaluate and examine the extent to which marketing strategies, product innovation, capital, and operational costs both individually and collectively affect the income of Micro, Small, and Medium Enterprises (MSMEs) in the Medan Johor District. This research employs a quantitative approach. The population in this study consists of all MSME actors in Medan Johor District, with a sample size of 73 MSMEs.   Based on the analysis results, it was found that the four variables marketing strategy, product innovation, capital, and operational costs collectively have a significant effect on MSME income. However, when analyzed separately, only the capital variable showed a positive and significant influence on MSME income. Meanwhile, marketing strategy, product innovation, and operational costs did not exhibit a significant individual effect.   The coefficient of determination test yielded an Adjusted R Square value of 0.487, indicating that 48% of the variation in MSME income can be explained by these four variables, while the remaining portion is influenced by other factors outside this study.

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Published

2025-05-26

How to Cite

Simbolon, R. T. A., Adha , N. A., & Sitorus, ⁠Paskah R. (2025). The Impact of Marketing Strategy, Product Innovation, Capital, and Operational Costs on MSME Revenue in Medan Johor District. International Journal Of Economics Social And Technology, 4(2), 83–90. https://doi.org/10.59086/ijest.v4i2.718

Issue

Vol. 4 No. 2 (2025): June, 2025

Section

Artikel

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Copyright (c) 2025 Ribka Tiara Agustina Simbolon, Nur Afra Adha , ⁠Paskah Ria Sitorus

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This work is licensed under a Creative Commons Attribution 4.0 International License.

International Journal Of Economics Social And Technology under the terms of a Creative Commons Attribution 4.0 International License / CC BY 4.0 This license permits anyone to copy and redistribute this material in any form or format, compose, modify, and make derivative works of this material for any purpose, including commercial purposes, so long as they include credit to the Author of the original work.