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Armansyah Walian
UIN Raden Fatah Palembang
Humanities Economics, Econometrics & Finance Social Sciences

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PENGARUH INOVASI PRODUK, STRATEGI PEMASARAN DAN HARGA PRODUK TERHADAP VOLUME PENJUALAN ALUMINIUM PADA UMKM DI DESA TANJUNG ATAP KABUPATEN OGAN ILIR DALAM PERSPEKTIF EKONOMI ISLAM Nurhaliza; Armansyah Walian; Safitri Asrol
Lentera Jurnal Manajemen Vol. 4 No. 2 (2026): Lentera Jurnal Manajemen
Publisher : Lentera Ilmu Madani

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Abstract

This study aims to determine the influence of product innovation, marketing strategy, and product pricing on aluminum sales volume in MSMEs in Tanjung Atap Village, Ogan Ilir Regency, from an Islamic economic perspective. This study employed a quantitative method. Data collection was conducted through questionnaires distributed to 35 respondents. The sample used in this study was a total sampling technique, or saturated sampling. Data analysis was performed using multiple linear regression analysis using SPSS version 27. The t-test results indicate that product innovation has a positive and significant effect on sales volume, marketing strategy has a positive and significant effect on sales volume, and product price has a positive and significant effect on sales volume. The results of the simultaneous (f) test indicate that the variables product innovation, marketing strategy, and product price all have a significant effect on sales volume. Keywords: Marketing Strategy, Product Innovatio, Product Price, Sales Volume, Aluminum MSMEs
Co-Authors Nurhaliza Safitri Asrol