PENGARUH MARKETING MIX TERHADAP PENURUNAN OMSET PENJUALAN PADA TOKO ROMA COSMETICS DI KABUPATEN BIREUEN

Rachel Najuan (Administrasi Bisnis FISIP Universitas Almuslim Bireuen)
Emi Safrina (Administrasi Bisnis Fisip Universitas Almuslim Bireuen - Aceh)

Indomera : Jurnal Magister Manajemen
Vol 7 No 14 (2026): indOmera, September 2026

This study analyzes the influence of marketing mix elements on sales turnover. Conducted at the Roma Cosmetics store in Bireuen using a quantitative approach, the study employed inferential statistics via a multiple regression analysis model. The sample consisted of 100 consumers acting as respondents who had visited the store multiple times to purchase products. The analysis results indicate that the four marketing mix elements—product, price, promotion, and place—significantly influence sales turnover. Furthermore, the coefficient of determination analysis reveals that these marketing mix elements account for 56.6% of the variation in factors affecting sales turnover.