Analisis Bauran Pemasaran terhadap Tingkat Volume Penjualan pada Dealer Bonanza Motor

Abstract

This study aims to determine: (1) The partial effect of product, price, promotion and distribution on the level of sales volume, (2) The simultaneous effect of product, price, promotion and distribution on the level of sales volume, (3) The dominant marketing variable has an effect to the level of sales volume at the Bonanza Motor Dealer. This study uses a quantitative method with a Longitudinal approach, this research was carried out at the Bonanza Motor Dealer, and the data were taken for ten years starting from 2011-2020 and the calculations used annual data consisting of price levels, promotion costs, distribution costs and sales volume. Data collection was done by interview, observation, and Library Research methods. The data analysis used is multiple linear regression analysis, hypothesis testing (T test and F test), data normality test and multicollinearity test. The results show that: (1) By using a partial test (T test) showing price (X2), promotion (X3) and distribution (X4) variables, it can be concluded that there is no partial effect of price, promotion and distribution variables on volume motorcycle sales at Bonanza Motor , (2) Simultaneous test results (F test) show that price, promotion and distribution variables together have a significant effect on sales volume at the Bonanza Motor Lamongan Dealer, (3) Price variable (X2) has dominant influence on sales volume because X2 has the highest regression coefficient