The Influence of Social Media, Brand Image and PromosoterahapSales DistroPelangi Batu Aji Batam City

Authors

  • Nico Demus Sembiring Universitas Putera Batam
  • Suhardi . Universitas Putera Batam

DOI:

https://doi.org/10.32493/fb.v6i1.2024.14-27.35285

Keywords:

Brand Image, Media Sosial, Penjualan, Promosi

Abstract

This research aims to investigate how social media, brand image and promotions influence sales of the Pelangi Batu Aji distro, Batam City. This population is taken based on the number of product sales in July 2023 which reached 186 consumers. In order to determine the sample, 127 respondents were selected using the Slovin formula method and sampling was carried out using simple random sampling. Data analysis in this research involves multiple linear regression, which includes data quality testing, classical assumption testing, influence testing, and hypothesis testing. The results of multiple linear regression analysis show that social media factors have an influence of 20.4% on sales. Brand image has an influence of 32.5% on sales. Promotions have an influence of 11.5% on sales. In order to explain the extent to which these factors influence sales, coefficient of determination (R2) analysis is used. The results show that social media, brand image and promotion factors together explain 68.8% of the variation in sales of the Pelangi Batu Aji distro, Batam City. Furthermore, the results of the t test and F test confirm that social media, brand image and promotion have a positive and significant influence on sales of the Pelangi Batu Aji distro, Batam City.

References

Gulo, J. J., & Suhardi. (2022). Pengaruh Pengalaman Kerja, Prestasi dan Disiplin Kerja Terhadap Promosi Jabatan pada PT JP Technology. Scientia Journal, 1(3).

Haliza, M. N. (2022). Pengaruh Promosi Terhadap Penjualan Pada Dealer Honda Banyuwangi Motor Kecamatan Genteng. JEKOBIS: Jurnal Ekonomi Dan Bisnis, 1(1), 63–69.

Idham, E. R., & Suhardi. (2020). Pengaruh Promotion, Brand Image Dan Word Of Mouth Terhadap Keputusan Pembeli Handphone Samsung. Ekuivalensi, 6(2), 297–311.

Jaya, U. A., & Raya, A. N. (2022). Pengaruh E-Commerce Dan Media Sosial Terhadap Penjualan Umkm Di Era Pandemi (Studi Kasus Desa Cibolang). Jurnal Ilmiah Ilmu Manajemen Dan Kewirausahaan, 2(1), 378–387.

Junita, J., Nasution, A. P., & Simanjorang, E. F. S. (2020). Pengaruh Promosi, Kualitas Layanan Dan Brand Preference Terhadap Tingkat Penjualan Pada Toko Bintang Terang Motor Rantauprapat. Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), 7(1), 1–8. https://doi.org/10.36987/ecobi.v7i1.1431

Nurhayati, L., Lasminingrat, A., Lusiana Yulianti, M., & Komar Priatna, D. (2023). Pengaruh Promosi terhadap Penjualan UMKM S3Shop di Kecamatan Conggeang Jawa Barat. Jurnal Manajemen Dan Pemasaran Digital, 1(1), 40–50. https://doi.org/10.38035/jmpd.v1i1.20

Pratama, G. P., & Tholok, F. W. (2022). Pengaruh Brand Image, Harga Dan Strategi Pemasangan Iklan Di Apikasi Online Terhadap Peningkatan Penjualan Mobil Bekas. Prosiding: Ekonomi Dan Bisnis, 2(2), 947–959. https://jurnal.buddhidharma.ac.id/index.php/pros/article/download/1662/1007

Prayogi, J., Suroso, A. I., & Najib, M. (2023). Promotion Effect On Sales Volume Wheat Flour Premium Packaging Pt. Xyz. Jurnal Aplikasi Bisnis Dan Manajemen, 9(1), 252–260. https://doi.org/10.17358/jabm.9.1.252

Saputri, N. F., & Suhardi. (2023). Pengaruh Kualitas Produk, Citra Merek dan Word Of Mouth terhadap Keputusan Pembelian Produk Two Way Cake Pixy. Jurnal Disrupsi Bisnis, 6(4), 376–386.

Saragih, R. (2022). Pengaruh Citra Merek, Harga dan Promosi Terhadap Volume Penjualan PT. Lestari Alam. Jurnal Manajemen, 8(2), 165–172.

Siregar, P., & Suhardi. (2020). Pengaruh Citra Merek Dan Private Label Terhadap Keputusan Pembelian Pada Alfamart Gajah Mada Di Kota Batam. Ekuivalensi, 6(1), 16–30.

Suardika, I. K., & Dewi, M. S. (2021). The Influence of Brand, Product Quality and Price on Sales Volume of Samana Mart Stores. International Journal of Social Science and Business, 5(2), 256–261. https://doi.org/10.23887/ijssb.v5i2.34766

Sugiyono. (2019). Metode Penelitian Kuantitatif. Alfabeta.

Suhardi. (2023). Pengantar Ekonomi Mikro. https://doi.org/Gava Media

Suhardi, Banjarnahor, H., Adam, S., & Kurniawan, A. D. E. (2018). The role of information technology in knowledge management in small medium enterprise. Journal of Theoretical and Applied Information Technology, 96(24), 8265–8278.

Suhardi, S., & Carolin, F. A. (2019). Pengaruh Brand Image Dan Brand Trust Terhadap Customer Loyalty Semen Holcim Pada Pt. Kinco Prima Kota Batam. Jurnal Benefita, 1(1), 39. https://doi.org/10.22216/jbe.v1i1.3404

Susanto, D. W., Faridah, F., & Amirul, A. (2023). Pengaruh Media Sosial Dalam Meningkatkan Omzet Penjualan Pada Ukm Dapur Julie Depok. Warta Dharmawangsa, 17(1), 182–197. https://doi.org/10.46576/wdw.v17i1.2932

Widodo, S., & Suhardi. (2023). Pengaruh Promosi dan Kemanan Berbelanja Terhadap Minat Beli Konsumen pada Situs Belanja Online Blibli.com di Kota Batam. SCIENTIA JOURNAL : Jurnal Ilmiah Mahasiswa, 5(4), 1–11. https://doi.org/10.33884/scientiajournal.v5i4.7538

Wulandari, M., & Suhardi. (2022). Pengaruh Promosi, Brand Image dan Kualitas Produk Terhadap Brand Loyalty Deterjen Merek Rinso di Kelurahan Tanjung Sengkuang Kota Batam. Scientia Journal : Jurnal Ilmiah Mahasiswa, 5(1).

Downloads

Published

2024-02-29

Similar Articles

1 2 3 > >> 

You may also start an advanced similarity search for this article.

Most read articles by the same author(s)

Obs.: This plugin requires at least one statistics/report plugin to be enabled. If your statistics plugins provide more than one metric then please also select a main metric on the admin's site settings page and/or on the journal manager's settings pages.