Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Oikonomia : Journal of Management Economics and Accounting
Felina Co Young
Philippine Women’s University, Manila
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Determinants of Sales Volume in Es Teh Cup MSMEs: The Influence of Personal Selling and Distribution, Moderated by Packaging Newton Newton; Agustini Tanjung; Helen Parkhurst; Felina Co Young
Oikonomia : Journal of Management Economics and Accounting Vol. 2 No. 3 (2025): Oikonomia - May
Publisher : PT. Hafasy Dwi Nawasena

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61942/oikonomia.v2i3.361

Abstract

The packaged cup beverage business is a phenomenon that is currently booming in Indonesia due to its tropical climate.  Beverage packaging served in cup packaging is very suitable for today's practical culture. Tea is one type of drink that is served in cup packaging because it is very easy to make compared to other types of drinks. This study aims to determine the effect of personal selling and distribution costs on the sales volume of cup iced tea businesses, and to determine the role of packaging as a moderating variable that strengthens the relationship between the two variables on sales volume. This study uses a quantitative approach with 300 respondents of cup iced tea MSMEs in Bekasi City. Data were collected through questionnaires and analyzed using the Structural Equation Modeling (SEM) method with the help of SmartPLS version 3.0 software. The results showed that personal selling and distribution costs have a positive effect on sales volume. Packaging is proven to strengthen the effect of personal selling on sales volume, although the effect is not too strong. However, packaging does not strengthen the effect of distribution costs on sales volume. This finding shows the importance of a marketing strategy that does not only rely on promotion and distribution, but also pays attention to the design and function of packaging as part of the product's appeal.
Co-Authors Agustini Tanjung Helen Parkhurst Newton Newton