Pengaruh Literasi Pemasaran terhadap Penetrasi Pasar pada Bisnis Ritel

Xavier Haryanto, Galih Tri Wahyudi, Manovry Yeni

Abstract


This study examines the effect of marketing literacy on market penetration in the retail business sector. The independent variable in this study is marketing literacy, while the dependent variable is market penetration. The objective of this study is to analyze the influence of marketing literacy on increasing market penetration among retail business actors. The research population includes all modern and traditional retail business actors operating in Banda Aceh City. The sample consisted of 140 respondents selected using a purposive sampling technique based on the criteria of retail business owners who have operated their businesses for at least two years and actively conduct marketing activities, both conventionally and digitally. This study employed a quantitative approach using a survey method through questionnaire distribution as the data collection instrument. The results of the study indicate that marketing literacy has a positive and significant effect on market penetration. Business actors who possess a better understanding of marketing strategies, consumer behavior, market segmentation, and the utilization of digital media tend to be more capable of expanding market reach and enhancing business competitiveness. In addition, the ability to understand market trends and customer needs also helps retail businesses improve customer loyalty and increase market share. The implications of this study suggest that retail business actors need to improve their marketing literacy through training, digital education, and the strengthening of technology-based marketing strategies in order to enhance market penetration and maintain business sustainability amid increasingly competitive business competition

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DOI: https://doi.org/10.37598/jsi.v5i1.2708

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