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Akmal Abdullah
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Analisis Strategi Product Mix Pada Produk Multi Varian Dalam Meningkatkan Kinerja Penjualan Di Industri Frozen Food (Studi Kasus: CV Marala Food) Kab. Gowa Sulawesi Selatan Aidil Azwar; Akmal Abdullah; Sulkifli Sulkifli
JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI Vol. 3 No. 5 (2026): September
Publisher : CV. KAMPUSA AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jemba.v3i5.3147

Abstract

The growth of the frozen food industry in Indonesia, driven by shifting consumer lifestyles, has intensified business competition and compelled companies to adopt effective marketing strategies. A key strategy is the product mix the management of a product combination encompassing width, length, depth, and consistency within the product portfolio. This study aims to assess the sales performance of frozen food products at Marala Food and analyze the impact of the product mix strategy on the company's sales performance. A quantitative, survey-based research design was employed. Primary data were collected via questionnaires distributed to a sample of 50 respondents selected through purposive sampling, while secondary data were obtained from the company's sales reports for the period of August–December 2025. Data analysis involved validity and reliability testing, classical assumption testing, and multiple linear regression analysis using SPSS software. The findings confirm that the majority of measurement instruments met validity and reliability criteria. Marala Food's sales performance showed an upward trend during the study period, with peak sales occurring in December 2025. Regression analysis revealed that the product mix strategy made a positive and significant contribution to sales performance. The coefficient of determination (R²) of 0.868 indicates that 86.8% of the variation in sales performance can be explained by the variables of product mix width, length, depth, and consistency.
Co-Authors . Syamsulbahri Adrian Febriana Dima Agustina, Sitti Saenab Ahmad Daud Aidil Azwar Alham, Irawan Aminuyati Andi Baso Adil Natsir Andi Baso Adil Natsir Baso Andi Ridwan Makkulawu Andry Mochamad Ramdan Andryanto A ARDIANSYAH ARDIANSYAH Arief Nuryana Arif Fuddin Usman Asriany Asriany, Asriany Auliah, Fhika Bando, Nurjannah Basalamah, Indira Budi, Budiman Haruna Chatarina Umbul Wahyuni Dhiraj Kelly Sawlani Diawati, Prety Fitriany Fitriany, Fitriany Frans Sudirjo H.M, Rahmayati Hendrawan, Henky Henky Hendrawan Hilda Yuliastuti I Nyoman Tri Sutaguna Ifadhila Ikbal Syukroni Ikbal Syukroni Ilham Akbar Bunyamin Ilham Ilham Ilham Ilham Ilyas Ilyas Ilyas Ilyas Iwan Harsono Judijanto, Loso Karma Karma Karma Karma, Karma Loso Judijanto Mariam Mariam, Mariam Mauli Kasmi Megawati Megawati Miftahorrozi Miftahorrozi Miftahorrozi, Miftahorrozi Mihrani Mihrani Moh. Ilyas, Moh. Muhammad Akbar Muhammad Irhan Latif Muhammad Subhan Iswahyudi Mutalov, Islam C. Nizam, Muhammad Fatrul Norvadewi Nurhalima Nurhalima Nuryana, Arief Paharuddin Paramita Andiani R. Rusli Raharti, Rini Raharti, Rini Rahmayati Rahmayati Ratna, Ratnawati Rina Rina Roymon Panjaitan RR. Ella Evrita Hestiandari Rusdi, Andi Rusdi Walinono Rusli Rusli Sawlani, Dhiraj Kelly Sulkifli Sulkifli Sumarni Sumarni Sumarni Sumarni Syam'un Syam'un Syam'un, Syam'un Syamsul Marlin Amir, Syamsul Marlin Verawaty Verawaty Verawaty Verawaty Vivid Violin Yuliastuti, Hilda