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 (UIN Raden Fatah Palembang)
Armansyah Walian (UIN Raden Fatah Palembang)
Safitri Asrol (UIN Raden Fatah Palembang)

lentera jurnal manajemen
Vol. 4 No. 2 (2026): Lentera Jurnal Manajemen

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