Pengaruh Promosi Penjualan, Kualitas Produk, Harga dan Daya Saing Perusahaan Terhadap Penjualan Produk PT. Gudang Garam, Tbk pada Area Penjualan Kota Padang

Ikonomika Jurnal Ekonomi dan Bisnis Islam Pub Date : 2023-10-25 DOI:10.61231/miftah.v1i2.162

Eko Fikriando, Ramadhi Ramadhi, Relifra Relifra

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Abstract

This research aims to determine the extent of the analysis regarding the influence of sales promotions, product quality and price on company competitiveness and its impact on product sales (case study analysis at PT. Gudang Garam, Tbk). This research consists of four independent variables, namely sales promotion, product quality, price and competitiveness and one product sales variable as the dependent variable. Sampling in this research used purposive sampling in which a sample of 100 respondents was obtained. Multiple linear regression analysis method, t-test, F-test and determination test. Based on the research results, it was found that: a) there is a positive and significant influence of sales promotion on product sales, b) there is a positive and significant influence of product quality on product sales, c) there is no significant influence of price on product sales, d) there is a positive and significant influence of competitiveness on product sales, e) there is an influence of sales promotion, product quality, price and competitiveness on product sales

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销售、产品质量、价格和销售能力对巴东销售产品、Tbk等产品的影响

本研究的目的是确定关于销售促销，产品质量和价格对公司竞争力的影响及其对产品销售的影响的分析程度(案例研究分析在PT. Gudang Garam, Tbk)。本研究由促销、产品质量、价格和竞争力四个自变量组成，并以一个产品销售变量作为因变量。本研究采用目的性抽样，抽取100名调查对象。多元线性回归分析方法，采用t检验、f检验和判定检验。基于研究结果,发现:1)有一个积极和重要的促销对产品销售的影响,b)有正向且显著的影响产品质量在产品销售、c)没有重要的价格对产品销售的影响,d)有正向且显著的影响在产品销售竞争力,e)有一个促销的影响,产品质量,产品销售价格和竞争力

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来源期刊

Ikonomika Jurnal Ekonomi dan Bisnis Islam

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审稿时长

16 weeks