ANALISIS KARAKTERISTIK, PEMASARAN LANGSUNG, DAN WORD OF MOUTH TERHADAP KINERJA USAHA MIKRO KECIL DAN MENENGAH DI SULAWESI SELATAN

Abstract

The result of the calculation using the software SPSS version 17.0 Fhitung result 10 277 . In Table Model Summary (b) is known by 3 DF1 and DF2 of 96. With α level of 5% , then it can be known Ftabel of 2.33. Therefore Fhitung greater than Ftable (10 277 > 2.33) , then Ho is rejected . This implies that the independent variable ( X1-3 ) jointly have a significant effect on the dependent variable (Y) . In other words that characteristic , direct marketing , and word of mouth are analyzed simultaneously have a significant influence on the improvement of the performance of SMEs . The coefficient of determination Adjusted R Square of 0.571 means that 57.10 % of variation of the variable performance of micro, small and medium enterprises (SMEs ) can be explained by the characteristic variable (X1), direct marketing (X2) , and word of mouth (X3). While 57.10 % is explained by other variables not included in the model