PENGARUH BAURAN PEMASARAN TERHADAP VOLUME PENJUALAN PRODUK FROZEN FOOD KML FOOD

Abstract

This research is aimed to find out the influence of mixed marketing which consists of product, price, promotion and place on sales volume of PT. Kelola Mina Laut (KML FOOD) frozen food products in Gresik. The population is the public that has ever bought frozen food product of PT. Kelola Mina Laut (KML FOOD) and the total samples are 100 customers. The sampling method has been done by using non-probability sample by an purposive sample and the sample criteria is the customerwho has ever bought a product at least twice and minimum age at 17 years old, by assuming that the customers have the awareness in selecting products. The result ofpartial test shows that product, price, promotion and place on products sales volume of frozen food by PT Kelola Mina Laut (KML FOOD) in Gresik are significant. This condition is indicated by the acquisition of significance of each independent variable is less than α = 5%.Theresult of the test simultaneously shows the influence which has been used as a joint research model to the sales volume of Frozen Food product of PT. Kelola Mina Laut (KML FOOD) in Gresik is significant. This is supported by the correlation coefficient of 88.7% which indicates thecorrelation among independent variables to the sales volume of Frozen Food products of PT. Kelola Mina Laut (KML FOOD) in Gresik is firm.
Keywords: product, price, place, sales volume.