Pengaruh Promotion Mix Terhadap Peningkatan Volume Penjualan Sabun Mandi Lifebuoy (Studi di Indomaret Cibeber Bogor Tahun 2022)

Authors

  • Devi Laksmi universitas pamulang
  • Soleh Hidayat
  • Dhobith Khairul Umam
  • Sugiyanto Sugiyanto

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh promotion mix (bauran promosi) dalam meningkatkan volume penjualan sabun mandi lifebuoy (studi kasus di Indomaret Cibeber Bogor tahun 2022). Jenis penelitian yang digunakan adalah deskriptif kuantitatif. Teknik pengumpulan data menggunakan teknik observasi, wawancara, dan penyebaran kuesioner. Untuk analisis data menggunakan Analisis Regresi Sederhana, Koefisien Determinasi, dan Uji T. Sedangkan pengolahan data menggunakan software alat bantu program Statistical Package for Social Science (SPSS) for Windows Version 26. Hasil penelitian yang telah dilakukan oleh peneliti menunjukkan bahwa bauran promosi berdampak terhadap penjualan sabun lifebuoy. Tingkat kategori untuk tanggapan responden terhadap bauran promosi dinyatakan sedang dan tanggapan responden mengenai penjualan produk lifebuoy dikategorikan tinggi. Dalam uji hipotesis yang dilakukan dengan menggunakan uji F, didapatkan nilai p-value=0,000. Nilai p-value ini lebih kecil dari nilai alpha yang ditetapkan, yaitu sebesar 5% sehingga bauran promosi memiliki pengaruh terhadap penjualan sabun lifebuoy. Untuk melihat berapa persen pengaruh bauran promosi terhadap penjualan sabun lifebuoy, dapat dilihat dari koefisien determinasinya. Nilai koefisien determinasi yang diperoleh sebesar 0,634 sehingga pengaruh bauran promosi terhadap penjualan sabun lifebuoy sebesar 63,4% sedangkan sisanya sebesar 36,6% dipengaruhi oleh variabel lain yang tidak masuk dalam penelitian ini

Kata kunci: Bauran Promosi, Peningkatan Penjualan, Penjualan Sabun Lifebuoy

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Published

2023-06-30

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Vol. 3 No. 2 (2023): HUMANIS (Humanities, Management and Science Proceedings)

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