Determinants of Informal Sector Conduct within SCP Theory
A Case Study of the Way Halim Traditional Market, Bandar Lampung
DOI:
https://doi.org/10.61132/ijema.v3i3.1330Keywords:
Business Performance, Business Conduct, Informal Sector, Traditional MarketAbstract
The purpose of this research is to analyze the quality of implementation conduct policy and measure the influence of corporate behavior on the performance of informal sector trade businesses with a study on the Way Halim Market in Bandar Lampung City. The dependent variable in this research is business performance and the independent variables are price strategy, product strategy, marketing and service strategies, and cooperation strategy. The research using Multiple Linear Regression Analysis methods. The results showed that the price strategy, product strategy, marketing and service strategies, and cooperation strategy had a positive and significant effect on the performance of the informal sector trade industry with a study on the Way Halim Traditional Market in Bandar Lampung City. The coefficient of determination (R²) is 0.888. This indicates that 88.8 percent of business performance is influenced by pricing, product, marketing and service, and partnership strategies, while the remaining 11.2 percent is influenced by factors outside the model. Among the independent variables in the study, the marketing and service strategy variable exhibits the highest elasticity in improvement the business performance and the pricing strategy variable have the lowest elasticity in improvement the business performance on the Way Halim Traditional Market in Bandar Lampung
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