Abstract:
The purpose of this study is to test the marketing concept of marketing mix in improving marketing
performance, this case study was conducted on Small Industry of Seaweed Processing in South
Sulawesi Province.The approach in this research is the dimension approach, by studying the
dimensions of the variables contained in the marketing mix and marketing performance in the small
industry of seaweed processing in South Sulawesi Province. The academic implications of this
study explore the concept of marketing with a marketing mix approach with indicators; product,
price, promotion, and place as a tools to improve marketing performance. Practical implications
will provide some ideas and suggestions in the decision to apply the marketing mix to marketing
performance in the small seaweed processing industry in South Sulawesi Province. The original
contribution of this paper that product, price, promotion, and place have a significant influence in
improving marketing performance in small industry in South Sulawesi Province.
Keywords : Marketing Mix, Marketing Performance, Product, Price, Promotion, dan
Place