The Effect of Marketing Mix Strategy On Non- Financial Performance On Small and Medium Enterprises in Dire Dawa City (In The Case of 02 Kebele)

Marketing strategies constitute one of the key functional strategies that small and medium enterprises (SMEs) adopt to enhance non-financial performance. This study was aimed at examining the effect of marketing mix strategy in SMEs on non-financial performance in Dire Dawa City in the case of Kebele02. It proposed four dimensions of the marketing mix strategy, which are product, price, place, and promotion, which determine the effect of this marketing mix strategy on its four dimensions (quality, on-time delivery, brand awareness, and customer satisfaction) for SMEs. To accomplish the goals of this research, the study used both an explanatory and descriptive research design and a quantitative research approach. Quantitative data was collected using a structured questionnaire that has been developed and distributed to a sample of 181 owners, managers, and employees of SMEs with a response rate of 88%. 159 questionnaires have been returned and are valid for data analysis. The quantitative data were analyzed using descriptive and inferential methods. The findings were collected from primary sources through a questionnaire and analyzed using inferential statistics, correlation, and multiple regression analysis using Statistical Package for Social Sciences (SPSS) version 26. All independent variables have a significant correlation with the dependent variable's performance. In this case, relatively strong marketing had a stronger relationship with non-financial performance. The empirical findings of the multiple regressions indicated that only four of the predictor variables: product, place, promotion, and price have a positive and significant effect on the performance of SMEs. The results also revealed that these independent variables were significant joint predictors of performance. Finally, recommendations were made for SMEs based on the findings of the study. The significance of this study is that it may benefit the enterprise by enhancing its competitive advantage by providing basic knowledge regarding the effect of marketing strategies.