The Influence of Marketing Strategy and Service Quality on Sales Volume in MSMEs Pondok Penyet 18 Pabuaran, Cirebon Regency

Abstract

High sales are the main goal for every business, including micro, small, and medium enterprises (MSMEs). In this context, an effective marketing strategy and good service quality can be key factors affecting sales volume. This study aims to analyze the influence of marketing strategy and service quality on sales volume in MSME players in Pondok Penyet 18 Pabuaran. This research method uses quantitative descriptive research. The study will be conducted in March 2023. The population of this study consisted of all MSME consumers of Pondok Penyet 18 Pabuaran, Cirebon Regency as many as 350, then with the Slovin formula, the margin of error of 5% was obtained by 90 respondents. Sampling is carried out using the purposive sampling method. The researchers' data collection technique is carried out by observation and distribution of questionnaires directly by visiting the object of research, namely to customers / consumers of Pondok Penyet 18 Pabuaran. The collected data is then analyzed using statistical analysis techniques to identify relationships between the variables studied. Data analysis techniques used with the help of SPSS include validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, hypothesis testing through t tests and F tests, and determination coefficient analysis. Based on the results of the analysis, it can be concluded that there is an influence of marketing strategy on the sales volume of MSMEs in Pondok Penyet 18 Pabuaran with a calculated t value (2.276 > t table (1.99085) and a significance value of 0.019 > 0.05; there is an influence of service quality on the sales volume of MSMEs Pondok Penyet 18 Pabuaran with a t-count value (2.2172 > t-table (1.99085) and a significance value of 0.012 > 0.05; and there is an influence of marketing strategy and service quality together on the sales volume of MSMEs Pondok Penyet 18 Pabuaran with a calculated F value of 20,786 > F table of 2.48, and a significance value of 0.000 < 0.05. Marketing strategy and service quality variables simultaneously affect sales volume by 22.5%, while the remaining 77.5% are influenced by other variables not discussed in this study.