THE EFFECT OF MARKETING MIX ON THE COMPETITIVENESS OF FISH FLOSS MSMES IN SOUTH WAIGEO

Abstract

This study aims to analyze the effect of the marketing mix consisting of product, price, place, promotion, and people on business competitiveness among fish floss MSMEs in the South Waigeo District, Raja Ampat Regency, Southwest Papua. The research employed a quantitative approach using a survey method. The study population included consumers and fish-floss MSME owners in the South Waigeo District, with a sample of 50 respondents selected through purposive sampling. Data were collected through questionnaires and analyzed using validity tests, reliability tests, multiple linear regression, t-tests, and coefficient of determination analysis with SPSS software. The results indicate that the price and promotion variables have a positive and significant effect on business competitiveness, while product, place, and people do not show significant effects. The most dominant variable influencing business competitiveness is promotion. These findings suggest that effective promotional strategies and competitive pricing are key factors in enhancing the competitiveness of fish-floss MSMEs in the South Waigeo District.