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All Journal Nusantara Journal Of Management Business (NUMABI)
Lati, Lati Sari Dewi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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THE EFFECTIVENESS OF PROMOTIONAL STRATEGIES IN INCREASING SALES OF TRADITIONAL FOOD MSMES IN CIAMIS Lati, Lati Sari Dewi
Nusantara Journal Of Management Business (NUMABI) Vol. 2 No. 1 (2025): Nusantara Journal Of Management Business
Publisher : LKP DCI

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Abstract

AbstractThis study aims to evaluate: The promotional strategies implemented by traditional food MSMEs in Ciamis Regency; The sales volume achieved by these MSMEs; and The impact of promotional strategies on sales volume. Using a descriptive quantitative method with a sample of 65 respondents selected through total sampling, the study reveals that: The promotional strategies employed by traditional food MSMEs in Ciamis Regency are effective; The sales volume of these MSMEs is satisfactory; and Promotional strategies have a positive and significant effect on sales volume, with a coefficient of determination of 37.7%. This indicates that promotional strategies account for 37.7% of the variation in sales volume, while the remaining 62.3% is influenced by other factors not explored in this study. The findings suggest that while promotional strategies play a crucial role, additional research is needed to identify other factors impacting sales volume.
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