Pengaruh Diferensiasi Produk dan Saluran Distribusi terhadap Volume Penjualan di M2M Indonesian Fast Food

Abstract

The marketing paradigm shifts from selling to customer creation. The marketing strategy is one of the starters in order to introduce products to consumers and in this case it becomes very important because it will relate to the benefits that the company will get. It is certain that a company wants to always increase the number of its sales to get a greater profit, and we see how important product differentiation plays in an effort to achieve the company's goal of increasing sales volume. The objectives of this study are: 1) To determine whether Product Differentiation and Distribution Channels simultaneously influence Sales Volume 2) To find out whether Product Differentiation and Distribution Channels partially affect Sales Volume 3) To find out which of the two has a dominant effect among Differentiation Products and Distribution Channels to Sales Volume. This research is included in quantitative correlational research by following the exploratory, descriptive and explanatory research design. The primary data in this study were collected by the author through the distribution of research questionnaires. Collecting data using questionnaires, observation and documentation. The population of this study were employees of the M2M Indonesian Fast Food outlet. sampling using the Slovin formula with a significance level of 0.01 so that the sample was determined to be 98. The data analysis technique used multiple linear regression with the SPSS program. V. 24.0. From the research results it can be concluded as follows: 1) Product Differentiation and Distribution Channels simultaneously have a significant effect on Sales Volume at M2M Indonesian Fast Food. 2) Product Differentiation and Distribution Channels partially affect the Sales Volume in M2M Indonesian Fast Food. 3) Distribution Channels have the most dominant (tight) effect of Product Differentiation on Sales Volume at M2M Indonesian Fast Food.