Pengaruh Harga, Citra Merek, Segmentasi Pasar dan Kualitas Produk terhadap Volume Penjualan Telor Asin di Toko Idolaku Brebes

Abstract

This study aims to analyze the effect of price, brand image, market segmentation, product quality on the sales volume of salted eggs at Toko Idolaku. This research method is quantitative with data collection with questionnaires distributed to respondents directly. The sample size was 114 respondents. The data analysis techniques used are validity and reliability tests, classical assumption tests (normality tests, multicollinearity and heteroscedasticity tests), multiple linear regression analysis and hypothesis tests (t test and F test). The results of the price variable t test have no effect on sales volume, brand image has a significant effect on sales volume, market segmentation has a significant effect on sales volume, product quality has a significant effect on sales volume. Simultaneously showing price, brand image, market segmentation, product quality affect the sales volume of salted eggs at Idolaku Store.