The Influence of Marketing Strategy On The Sales Effectiveness of Food And Beverage SMEs In Makassar City

This research aims to determine the influence of product-oriented marketing, customer- oriented marketing, human-oriented marketing, and digital-oriented marketing on the effectiveness of sales for small and medium-sized enterprises (SMEs) in the food and beverage sector in the city of Makassar. The study also seeks to identify which variable has the dominant impact on the effectiveness of food and beverage sales in Makassar, using 70 businesses as respondents through questionnaire surveys with purposive non- probability sampling. The analysis employed in this research is multiple regression analysis, with a significance level set at 0.1, using SPSS 29 software. The results indicate that product-oriented marketing, customer-oriented marketing, human-oriented marketing, and digital-oriented marketing have a positive and significant partial impact on the effectiveness of food and beverage sales in Makassar. The simultaneous test or F-test results demonstrate the combined influence of product-oriented marketing, customer- oriented marketing, human-oriented marketing, and digital-oriented marketing on the effectiveness of sales for UMKM in the food and beverage sector in Makassar. The contribution of product-oriented marketing, customer-oriented marketing, human-oriented marketing, and digital-oriented marketing to the influence on sales effectiveness is 65.3%, with the remaining 34.7% attributed to factors outside the scope of this study.