<![CDATA[The increasingly competitive tobacco industry and changes in promotional regulations encourage companies to develop marketing strategies capable of maintaining competitiveness and increasing sales. This study aims to analyze the effects of innovation and price, both partially and simultaneously, on the increase in Djarum product sales at the “76 Heppiii” event in Semarang City. This research employed a quantitative approach with a causal associative method. The population consisted of consumers who were familiar with Djarum products and the “76 Heppiii” event in Semarang City. A total of 100 respondents were selected using purposive sampling. Primary data were collected through questionnaires using a Likert scale and analyzed using multiple linear regression with the assistance of statistical software. The results show that innovation has a positive and significant partial effect on increased sales, with a t-value of 4.322 > t-table of 1.66277 and a significance value of 0.000 < 0.05. Price also has a positive and significant effect on increased sales, with a t-value of 2.823 > t-table of 1.66277 and a significance value of 0.006 < 0.05. Simultaneously, innovation and price have a significant effect on increased Djarum product sales, with an F-value of 15.262 > F-table of 3.010 and a significance value of 0.000 < 0.05. The Adjusted R Square value of 0.245 indicates that innovation and price explain 24.5% of the variation in increased sales, while the remaining 75.5% is influenced by other factors not examined in this study. These findings indicate that strengthening innovation and implementing appropriate pricing can contribute to increasing sales through event-based marketing strategies.]]>
