Pengaruh Strategi Pemasaran terhadap Volume Penjualan Produk di PT Warung Pintar Distributor Cirebon

Abstract

This research is based on the importance of marketing strategy to sales volume. This study aims to examine and analyze the effect of marketing strategy on sales volume at PT Warung Pintar Distributor Cirebon. The study population was 312 wholesale and retail shop owners as distributors. Furthermore, as many as 15% of the 46 retail criteria were selected which were wholesalers and retailers who actively shopped at PT Warung Pintar Cirebon. Methods of data collection using a questionnaire. The collected data were analyzed using simple linear regression to determine the effect of the independent variabels on the dependent variabel. The results of this study can be concluded that seen from testing the simple linear regression equation using the SPSS program, namely Y = 30,738 + .700 + e. The results of the analysis found that the marketing strategy has a positive effect on sales volume. Testing the t test hypothesis shows that the marketing strategy variabel has an influence on sales volume. The Adjusted R Square value is 0.299 which indicates that 29.9% of sales volume can be influenced by marketing strategy, while the rest is influenced by other variabels not included in this study.