ANALISA PENGARUH STRATEGI BAURAN PROMOSI TERHADAP PENJUALAN DI DEWATA STORE

Abstrak

The aim of this research is to determine the extent of the Influence of Promotion Mix Strategy on Sales Volume Increase at Dewata Store (Branch on Gajahmada Street, North Fakfak Village, Fakfak District, Fakfak Regency). To measure the Promotion Mix Strategy variable (X), the researcher used indicators such as Advertising, Sales Promotion, Public Relations, Direct Sales. Meanwhile, to measure the Sales Volume variable (Y), the researcher used indicators such as Price, Promotion, Product Quality, and Distribution Channel. In determining the research sample, the researcher employed two sampling techniques: saturation sampling and accidental sampling, with a total of 30 informants, including Dewata Store employees and buyers. The data collection techniques used were Observation and Questionnaire, and the Data Analysis Techniques consisted of Validity Test, Reliability Test, Simple Linear Regression, Pearson Product Moment Correlation, Determination Coefficient, and Significance Test (t). The conclusion drawn is that Dewata Store benefits from effective advertising, good sales promotion strategies, strong public relations, and high-quality sales services. The prices offered by Dewata Store are relatively affordable, active promotions on social media have successfully increased customer trust in products, and encouraged consumers to shop at Dewata Store. Additionally, Dewata Store sells high-quality products and utilizes distribution channels through retailers, while also serving individual consumers directly in a certain quantity. The simple linear regression equation is as follows: Y = 16.50 + 0.64X, meaning that if the Promotion Mix Strategy is enhanced, the Sales Volume will also increase. The relationship between Promotion Mix Strategy and Sales Volume is considered strong (falling between 0.60-0.799). The Promotion Mix Strategy variable (X) positively influences the Sales Volume variable (Y) by 48.20%, while the remaining 51.8% is determined by other variables not included in this study. The t-test result indicates that the t-value is greater than the t-table, thus rejecting the null hypothesis (Ho) and accepting the alternative hypothesis (Ha), meaning there is a significant influence between the Promotion Mix Strategy variable (X) and Sales Volume (Y).