Rofi’i, Nur Achmad and Fatihudin, Didin and Mochklas, Mochamad
(2019)
PENGARUH STRATEGI BAURAN PEMASARAN TERHADAP PENINGKATAN PENJUALAN PADA PRODUK DR. KEBAB BARA SATRIYA SIDOARJO.
Balance Economics, Bussiness, Management and Accounting Journal , XVI (1).
pp. 112-119.
ISSN 1693-9352
Abstract
ABSTRACT
DR. KEBAB Bara Satriya is one of the fast food businesses in Sidoarjo regency. The purpose of this research is to find out which of the variables (product, price, promotion, place) has
a dominant influence on the increase in sales of DR. KEBAB Bara Satriya, and to find out whether marketing strategies (marketing mix) have a simultaneous influence on increasing sales of DR. KEBAB Bara Satriya. The method of approach to this research is a quantitative approach, the technique of collecting data with questionnaires and the sampling technique used is accidental sampling with a total of 60 respondents. The analytical method used is the method of multiple linear regression analysis using the normality test, hypothesis testing, F test, and t test. The data processed using the
SPSS program produces the following regression equation: Y = 6.685+ 0.290X1 + (-0.266X2) + 0.462X3 + 0.364X4 + e. Based on hypothesis testing the results of the F test show that the
marketing mix independent variables which include products, prices, promotions and places of influence simultaneously on increasing sales. While the t test shows that promotion is a variable that has a dominant influence on increasing sales.
Keywords : Marketing Mix, Increased Sales
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