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All Journal Jurnal Manajemen dan Agribisnis Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Accounting Analysis Journal SEIKO : Journal of Management & Business Cakrawala Repositori Imwi Jurnal Ekonomika Dan Bisnis Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) RENATA Jurnal Pengabdian Masyarakat Kita Semua Journal Serambi Engineering (JSE)
Arif Dzulfikar
Administrasi Bisnis Otomotif, Politeknik STMI Jakarta, Jakarta Pusat
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Industrial & Manufacturing Engineering Social Sciences Other

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Evaluasi Strategi Penjualan Mobil Ditinjau Dari Faktor Sales Performance, Promosi, Dan Harga Di Dealer X Jakarta Arif Dzulfikar; Firda Rahmahningsih; Dionisius Sundoro; Marison Sitorus; Gustiyan Taufik Mahardika
Jurnal Ekonomika Dan Bisnis (JEBS) Vol. 6 No. 3 (2026): Mei - Juni
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jebs.v6i3.4629

Abstract

Dealer X is a dealer located in Jakarta and operates in the sales, services, and spare parts sectors. Dealer X's sales data for 2024 has not met the sales target. Unfulfilled sales are caused by high sales employee turnover, promotional costs that are not commensurate with sales, and price competition and tight discounts. This study aims to find out whether there is a significant relationship between Sales Performance (X1), Price (X2), and Promotion (X3) to sales volume (Y1) and to develop the company's marketing strategy. The research approach used in this study is a quantitative approach through SEM-PLS analysis. The data used in this study are primary data through distributing questionnaires to car exhibition visitors. The sample used is a probability sampling type through random sampling technique with Slovin calculations. This study used a sample of 85 visitors. The results of the research analysis based on the t-statistic of 1.65 with a significant effect of p-value of 0.049 indicate that sales performance has an effect on sales volume. Based on the results of the promotion t-statistic of 2.740 and a significance level of p-value of 0.003, promotions have an effect on sales volume, and prices with a t-statistic of 5.145 with a significance level of p-value of 0.000, so prices have an effect on sales volume. Each indicator has a significant influence and has its own significance measure. New strategies that can be suggested for sales volume problems are to provide training and appreciation for each target achieved by sales consultants; test drive upgrades; provide bonuses in the form of free service and oil changes, free features such as dash cams and coatings; digital marketing with interesting content through social media; provide lower down payments.
Co-Authors Astriyani Sandya Paramita Astriyani Sandya Paramita Busharmaidi Busharmaidi Busharmaidi, Busharmaidi Delyuzar, Raissa Arham Dionisius Sundoro Evita Ratna Sari Firda Rahmahningsih Fitra Aprilindo Sase Gustiyan Taufik Mahardika Gustiyan Taufik Mahardika Gustiyan Taufik Mahardika Indra Rizki Pratama Isma Wulansari Marison Sitorus Marison Sitorus Muhammad Noor Ardiansah Mukti Ali, Mochammad Nadia Ayulya Syahrial Raissa Arham Delyuzar Rama Dhani Pratama Sari, Evita Ratna Setianingsih, Putri Siti Jahroh Sitorus, Marison Sumasto, Fredy Sundoro, Dionisius Yulius Jatmiko Nuryatno