The Effects of Marketing Mix on Small Fish Farming Business Performance

A.W. Fitriah, Siti Nabila Rosdi, M. Mohd Rosli, Nora’Aini Mustapha, Zuraimi Abdul Aziz, Wan Mohd Yusof Wan Ibrahim, Mohd Shahril Nizam Md. Radzi, N.Z. Aniesha, Abdul Aziz Yaacob

Abstract


Marketing mix has a big impact on the business performance. This study attempted to predict the influence of marketing mix factors on business performance among the small-scale aquaculture in Kelantan. In this study, the researchers collected data by using a self-administered questionnaire.  The questionnaire was selected as a tool to collect the data because of its usefulness. Data were analysed using Smart Partial Least Squares (PLS) Version 3, which is a variance-based Structural Equation Modelling (SEM) was adopted. The result of this study indicated that price and promotion (H2 and H4) were supported and significant.


Keywords


Marketing, performance, aquaculture, price, promotion

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