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Purwanto Purwanto
Mahasiswa Magister Ilmu Administrasi Bisnis, Fisip Unlam Banjarmasin
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Bauran Pemasaran (Marketing Mix) Terhadap Volume Penjualan Okky Jelly Drink Pada Distributor PT. Sinar Niaga Sejahtera Di Wilayah Banjarmasin Purwanto Purwanto; Fitriyadi Fitriyadi; Hasanur Arifin
JURNAL BISNIS DAN PEMBANGUNAN Vol 5, No 1 (2016): Januari 2016
Publisher : Universitas Lambung Mangkurat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20527/jbp.v5i1.2775

Abstract

This study was aimed to discover (1) the influence of simultaneous marketing mix on the sales volume of Okky Jelly Drink in Banjarmasin area. (2) the influence of simultaneous marketing mix on the sales volume of Okky Jelly Drink in Banjarmasin area, and (3) to discover the most dominant marketing mix in increasing the sales volume of Okky Jelly Drink in Banjarmasin area. The analysis method used was multiple regression analysis, F test, t test and determination coefficient (R2). Based on research results, it’s concluded that marketing mix had partial positive influence on the sales volume of Okky Jelly Drink in Banjarmasin area. First, it’s proven that products (X1) influenced the sales volume (Y), Second, it’s proven that price (X2) influenced sales volume (Y), Third, it’s proven that distribution channel mix (X3) influenced sales volume (Y) and, Fourth, it’s proven that promotion mix (X4) influenced sales volume (Y). Analysis also concluded that there was influence of simultaneous marketing mix on the sales volume of Okky Jelly Drink in Banjarmasin area.  Keywords: Marketing Management, Marketing Mix, Sales Volume
Co-Authors Fitriyadi Fitriyadi Hasanur Arifin