UPAYA PENINGKATAN JUMLAH KONSUMEN DITINJAU DARI ASPEK PERSAINGAN USAHA (KOMPETETIF) PADA PT. DUTA TANGKAS UTAMA (DTU) PONDOK BATU KABUPATEN TAPANULI TENGAH

Abstract

Companies that can survive are companies that have the ability to continue to improve competitiveness (competitiveness). The company's (competitive) business competition is the advantage and strength of the company in achieving long-term goals for strategic market planning to increase market share by increasing the number of consumers. This research was conducted with a population of 65 consisting of 20 tangkahans and 45 individual consumers, all of which were sampled. The research design used is descriptive correlational. The variables studied consisted of the independent variable business competition (competitive) and the dependent variable an increase in the number of consumers. This study aims to determine the effect of business competition (competitive) on the increase in the number of consumers at PT. Duta Tangkas Utama (DTU) Pondok Batu, Central Tapanuli Regency by drawing the hypothesis that there is an effect of business competition (competitive) on the increase in the number of consumers at PT. Duta Tangkas Utama (DTU) Pondok Batu, Central Tapanuli Regency.
 The results showed a positive relationship between business competition (competitive) with an increase in the number of consumers at PT. Duta Tangkas Utama (DTU) Pondok Batu, Central Tapanuli Regency, is 0.24 (24%), so that if it is interpreted on a value scale it can be categorized as low. The regression equation obtained is Y= 28.03 + 0.24 X which shows the effect of business competition (competitive) on the increase in the number of consumers. The results of the t test indicate that the proposed hypothesis is accepted as true, where t count 1.9995 > t table 1.9980 which means that the variable increase in the number of consumers will increase by the regression coefficient/slop (0.24) if the business competition variable (competitive) is added to the one unit.
 While the coefficient of determination is known that business competition (competitive) only plays a role of 5.87% to the increase in the number of consumers at PT. Duta Tangkas Utama (DTU) Pondok Batu, Central Tapanuli Regency and the remaining 94.13% is influenced by other factors not examined.