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All Journal Jurnal Manajemen Bisnis Digital Terkini
Prasetyo Adi Tasrifan
Universitas Bina Sarana Informatika
Decision Sciences, Operations Research & Management

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Pengaruh Promosi Penjualan Dan Kualitas Produk Terhadap Volume Penjualan So Soft Di Toko Grosir Daerah Cibitung Prasetyo Adi Tasrifan; Ulta Ratryana; Rini Larasati Irawan
Jurnal Manajemen Bisnis Digital Terkini Vol. 3 No. 4 (2026): Oktober : Jurnal Manajemen Bisnis Digital Terkini
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jumbidter.v3i4.1776

Abstract

This study aims to analyze the effect of sales promotion and product quality on the sales volume of So Soft products at wholesale stores in the Cibitung area. This research was motivated by the fact that the sales volume of So Soft products has not yet reached its optimum level, which is presumed to be influenced by promotional activities and product quality. A quantitative method with a descriptive approach was employed. The study involved 96 wholesale store owners selected through purposive sampling. Data were collected using Likert-scale questionnaires and analyzed with IBM SPSS Statistics through validity, reliability, classical assumption, multiple linear regression, t-test, F-test, and coefficient of determination analyses. The findings reveal that sales promotion has a positive and significant effect on sales volume, contributing 65.1%, while product quality also has a positive and significant effect, contributing 29%. Simultaneously, both variables significantly influence sales volume, as indicated by an F-value of 753.213 and an R Square of 0.942. These results suggest that improving sales promotion and maintaining product quality are essential strategies for increasing the sales volume of So Soft products at wholesale stores in the Cibitung area.
Co-Authors Rini Larasati Irawan Ulta Ratryana