The Effect of Product Variety, Product Price, and Service Quality on Marketing Performance of Culinary SMEs in Tegal City

Abstract

Small and Medium Enterprises (SMEs) play an important role in Indonesia's economic development by creating employment opportunities, increasing income, and strengthening regional economic resilience. However, increasing business competition requires SMEs to continuously improve their marketing performance. One of the SMEs experiencing this challenge is the Pujasera culinary center in Tegal City, which experienced a decline in sales volume following business relocation. This study aims to examine the effects of product variety, product price, and service quality on the marketing performance of SMEs at Pujasera in Tegal City. A quantitative approach was employed using primary data collected through questionnaires administered to 45 SME owners. The data were analyzed using validity and reliability tests, the Method of Successive Interval (MSI), classical assumption tests, multiple linear regression analysis, t-test, F-test, and coefficient of determination (Adjusted R²). The results indicate that product variety has a negative but insignificant effect on marketing performance (t = -0.253; Sig. = 0.802 > 0.05), product price has a positive and significant effect (t = 4.618; Sig. = 0.000 < 0.05), and service quality has a positive but insignificant effect (t = 1.492; Sig. = 0.143 > 0.05). Simultaneously, product variety, product price, and service quality significantly affect marketing performance (F = 29.605; Sig. = 0.000 < 0.05). The Adjusted R² value of 0.661 indicates that these variables explain 66.1% of the variation in marketing performance, while the remaining 33.9% is explained by other variables outside the scope of this study. The study concludes that product price is the only variable with a significant individual effect on marketing performance, whereas product variety and service quality do not have significant individual effects. Nevertheless, the three variables collectively make a significant contribution to the marketing performance of SMEs at Pujasera in Tegal City.