Pengaruh Strategi Pemasaran 4P (Produk, Harga, Lokasi, Promosi) dan Word Of Mouth terhadap Volume Penjualan di Attahira Fashion Tulungagung
DOI:
https://doi.org/10.59581/jrim-widyakarya.v1i4.1460Keywords:
Product, Price, Location, Promotion, Word Of Mouth, Sales VolumeAbstract
This research aims to explain and prove the hypothesis regarding the influence of product, price, location, promotion and word of mouth on sales volume at Attahira Fashion Tulungagung. This research uses a quantitative method with a Non Probability Sampling sampling technique with an accidental sampling method with a sample size of 60 people. The analysis techniques used are validity test, reliability test, classical assumption test, multiple linear regression test, t test (partial) and F test (simultaneous) as well as the determinant coefficient (R2) which was processed using the SPSS version 25 program. Conclusions were obtained from the research results. that partially the product has a positive and significant effect on sales volume, a significant t value of 0.000 <0.05 is obtained. Price partially has a positive and significant effect on sales volume, obtaining a significant t value of 0.044 < 0.05. Location partially has no effect on sales volume, obtaining a significant t value of 0.460 < 0.05. Promotion partially has a positive and significant effect on sales volume, obtaining a significant t value of 0.000 < 0.05. Word of mouth partially has no effect on sales volume, obtaining a significant t value of 0.437 < 0.05. Product, price, location, promotion and word of mouth simultaneously have a positive and significant effect on sales volume at Attahira Fashion Tulungagung by looking at the significant F value of 0.000 < 0.05.
References
Afif, M., & Krisdianto, K. (2020). Pengaruh Produk, Harga, Distribusi, dan Promosi Terhadap Volume Penjualan pada PT. Sari Jaya Kharisma Abadi di Jombang. JAMIN : Jurnal Aplikasi Manajemen Dan Inovasi Bisnis, 3(1), 59. https://doi.org/10.47201/jamin.v3i1.64
Agung. P (2012). Metodologi Penelitian Bisnis. Universitas Brawijaya Press.
Apriansyah, R. (2018). Pengaruh Kualitas Pelayanan Dan Promosi Terhadap Volume Penjualan Pada Pt. Prioritas Rengat. Jurnal Manajemen Dan Bisnis, 7(2), 37–45. https://doi.org/10.34006/jmbi.v7i2.48
Arianta, I, K, L & Kartika, I, M (2019) Pengaruh Promosi Melalui Media Sosial Dan Word Of Mouth Terhadap Volume Penjualan Pada Media Komputer Denpasar, Jurnal MBE, 8 Januari
Daryanto. 2013. Sari Kuliah Manajemen Pemasaran. Cetakan 2. Bandung: PT Sarana Tutorial Nurani Sejahtera.
Firmansyah M.A (2019) Pemasaran Produk dan Merek(Planning & Strategy) : CV Penerbit Qiara Media
Ghozali. (2019). Aplikasi Analisis Multivariete. Universitas Diponegoro.
Haque-Fauzi, M, G (2022) Strategi Pemasaran Konsep, Teori, dan Implementasi. Banten. Pascal Book
Kotler and Armstrong. (2016). Marketing an Introduction, Edisi 13, USA: Perason Education.
Kotler, & Amstrong. (2013). Prinsip-prinsip Pemasaran. Edisi ke 12. Jakarta: Erlangga.
Kotler, Phillip dan Gary Armstrong (2017), Principles of Marketing, Edisi : 17,
United States of America: Pearson Education.
____(2014) . Principles Of Marketing, Global Edition. Pearson Education.
Kotler, Philip and Kevin Lane Keller, (2016). Marketing Managemen, 15th Edition, Pearson Education,Inc.
.(2012). Marketing Management 14th edition. PT. Indeks Kelompok Gramedia. Jakarta.
Kotler, P., & Armstrong, G. (2008). Prinsip-Prinsip Pemasaran (12th ed.).
Jakarta: Erlangga.
Lupiyoadi, Rambat. (2012). Manajemen Pemasaran JasaTeori dan Praktik. Jakarta: Salemba Empat.
____(2001). Manajemen Pemasaran Jasa. Jakarta: SalembaEmpat.
Nuraini, H. (2017). Pengaruh Promosi Developer Terhadap Volume Penjualan Dalam Perspektif Etika Bisnis Islam. Skripsi. Tidak Dipublikasikan.Lampung : Institut Agama Islam Negeri Raden Intan Lampung
Musfar T.F (2020) Buku Ajar Manajemen Pemasaranv . Bandung : Penerbit Media Sains Indonesia
Mustofa. A. S (2022) Pengaruh Etos Kerja, Disiplin Kerja, dan Motivasi Kerja Terhadap Produktivitas Kerja Guru di MTsN 1 Kediri. Skripsi. Tidak dipublikasikan. Kediri : Universitas Islam Kadiri.
Orlando, J., & Harjati, ; Lily. (2022). Pengaruh Atribut Produk Dan Harga Terhadap Kepuasan Konsumen Dirumah Makan Aa Raffi Fried Chicken Sindangbarang Bogor. In Journal of Accounting & Management Innovation (Vol. 6, Issue 1).
