Marketing Environment and Marketing Mix: The Basic Factors in Increasing Sales Performance (Survey on Agribusiness Small and Medium Enterprises)

The purpose of this study was to confirm the extent of the marketing environment implications and marketing mix on sales performance in small-medium enterprises (SMEs). SMEs had an important role in absorbing employment, economic services, income distribution, economic growth and national stability. Primary data was collected through survey technique from 155 respondents and taken by random sampling method and was analyzed by path analysis. The result showed that marketing environment, marketing mix, and competitive advantage simultaneously had positive and significant implications toward sales performance in terms of increase of market share and profitability. In an effort to improve sales performance, an understanding of the marketing environment and the application of the marketing mix were a must.