PENGARUH BAURAN PEMASARAN TERHADAP VOLUME PENJUALAN PADA RESTORAN MCDONALD’S DELTA PLAZA SURABAYA

Abstract

This research is meant to find out the influence of partial marketing mix which consists of product,
promotion, price and place on sales volume of McDonald’s fast food restaurant at Delta Plaza
Surabaya. The population is all people who have ever been to McDonald’s and 100 customers have
been selected as the total sample. The sample collection methods has been done by using nonprobability

sample technique and purposive sample with sample kriteriais all McDonald’s customers
at Delta Plaza Surabaya who have ever visitedat least twice and the minimum age is 17years old with
the assumption that the customers have awareness in selecting products. The result of partial test
shows thatproduct, promotion, price and place on sales volume of McDonald’s fast food restaurant at
Delta Plaza Surabaya is significant.This condition is indicated by the acquisition of the significance of
each independent variable is less than α=5%. The result of simultaneous test shows that the influence
is used as the research model simultaneous to the sales volume of McDonald’s fast food restaurant at
Delta Plaza Surabaya is significant.This is supported by the result of the correlation coefficient of
98.5%.

Keywords: Marketing Mix, Sales Volume, Restaurant