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Sinaga, Febriani Br.
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Economics, Econometrics & Finance

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The Influence of Brand and Promotion on Increasing Sales in Medan Sadis Coffee Sinaga, Febriani Br.; Sitanggang, HD. Melva; Silaen, Karina
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 7 No 1 (2024): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v7i1.4271

Abstract

This study aims to determine Brand and Promotion on Sales Increase, this research uses quantitative methods with an associative approach. In this study, the population of consumers who come to Medan Sadis Coffee. The sampling method in this study used a probability sampling technique using a random sampling method of 92 respondents. Data analysis techniques used validity test, reliability test, classical assumption test, multiple linear regression analysis, t-test, F test, and coefficient of determination (R2) using SPSS version 16. The results of the t-test for the brand variable are t count -1.665 < t table is 1.986, meaning that the brand variable has no significant effect on increasing sales and the promotion variable t count is 4.220 > t table is 1.986 meaning that the promotion variable has a significant effect on increasing sales. F test of brand and promotion variables Fcount of 9.189 > F table 3.10 means that brands and promotions simultaneously affect sales increase.
Co-Authors SILAEN, KARINA Sitanggang, HD. Melva