PENGARUH BAURAN PEMASARAN TERHADAP VOLUME PENJUALAN PADA PT.TAS CENTRE CEMERLANG

Abstract

This study aims to determine the partial influence of the marketing mix consisting of product, price, place and promotion of sales volume at PT.Tas Center Cemerlang in Ciputra World Surabaya, where in the last three years the company experienced a voluntary sales volume decline. The population (object) in the study is the general public or consumers who visit the mall Ciputra World and buy products from PT.Tas Center Cemerlang. Sampling method using non probability with purposive sampling technique, sample criteria at least aged 20 years to 30 years, ages 31 years to 40 years, ages 41 years to 50 years and age more than 50 years in which the consumer has ever purchased products PT.Tas Center Cemerlang. The number of population is not known so that the required number of samples is 100 respondents. This analysis technique uses multiple linear analysis with SPSS application tools (Statistical Product and Service Solution). The result showed that product, price, place and promotion have significant effect to sales volume at PT.Tas Center Cemerlang in Ciputra World Surabaya with product regression coefficient 0,232, regression coefficient of 0,303, regression coefficient of place 0,479, promotion regression coefficient 0,258 . The results of this test showed that the product, price, place and promotion variables significantly and positively affect the sales volume of PT.Tas Center Cemerlang in Ciputra World Surabaya.
Keywords : Marketing Mix, Company sales volume