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All Journal Jurnal Ekonomi dan Industri Fakultas Ekonomi Universitas Krisnadwipayana
Dewi Alyani
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Economics, Econometrics & Finance Social Sciences

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PENJUALAN PT. DCIKA PRIMA MAHKOTA CABANG PINANG RANTI DIPENGARUHI OLEH HARGA MELALUI PROMOSI Dewi Alyani; Eddy Sanusi S
Jurnal Ekonomi dan Industri Vol 22, No 3 (2021): JURNAL EKONOMI DAN INDUSTRI
Publisher : Program Studi Magister Manajemen Universitas Krisnadwipayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35137/jei.v22i3.610

Abstract

PT. Dcika Prima Mahkota is engaged in Cake & Bakery which is known as D'Cika Cakes & Bakery. We are a growing company, currently we have 13 branches in Jakarta and Bekasi with professional experts in their fields. This study aims to analyze the simultaneous effect of price and promotion on increasing sales, analyzing the partial effect of price on increasing sales and analyzing the partial effect of promotion on increasing sales. The analysis technique uses path analysis and multiple regression. The results of the analysis show that the price and promotion simultaneously have a significant effect on increasing sales, which means that the more affordable the price is and the more attractive the promoted product can increase sales. Price has an effect on increasing sales, this shows that the more affordable the price offered to consumers can increase sales. Promotions are increasingly interested in promotions that can improve purchasing decisions.
Co-Authors P Eddy Sanusi Silitonga