PENGARUH BAURAN PEMASARAN TERHADAP PENINGKATAN VOLUME PENJUALAN PERUMAHAN BTN TIPE 36 PADA PT KHARISMA LAND BATU BELAMAN

Winarti Setyorini, Siti Khotimah, Ali Ali

Sari


PT. Kharisma Land is a business engaged in the property sector, in carrying out its business PT. Kharisma Land uses a marketing mix or commonly called 4 P. Therefore the study aims to determine the effect of the marketing mix on increasing the sales volume of BTN type 36 housing at PT. Kharisma Land Batu Belaman.
This research uses descriptive quantitative method with data collection techniques consisting of observations, interviews and questionnaires. The population in this study are consumers who inhabit type 36 housing in PT. Kharisma Land. The sample used in this study was as many as 50 people with the sampling technique in the form of purposive sampling, namely sampling tailored to the needs and problems studied.
Analysis of the data used in this research data is in the form of quantitative analysis of multiple linear regression. Multiple linear regression analysis in this study was used to determine the effect of the marketing mix consisting of Products (X1), Price (X2), Promotion (X3) and Place (X4) on Sales Volume at PT. Kharisma Land (Y). The analysis used is the F Test and the T Test.
The results of this study indicate that respondents who bought BT 36 type housing were mostly men aged 31-40 years and had entrepreneurial work. The correlation coefficient (R) is 0.793. The coefficient of determination (KD) shows a value of 0.628. Partial t test for 4 independent variables consisting of products, prices, promotions and places. The result is that there is a strong influence on the sales volume, there are also those that are not, namely: the product (5.314> 2.014) has a partial effect, the price (-3.241 <2.014) has no partial effect, promotion (-1.750> 2.014) has no effect and place (4.442 > 2.014) partially influences. Test f simultaneously on 4 independent variables consisting of products, prices, promotions and places. Ftable obtained is 2.57. This shows that Fcount is greater than Ftable (19,004> 2,57) which means H0 is rejected and H5 is accepted

Kata Kunci


buaran pemasaran, peningkatan volume penjualan

Teks Lengkap:

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Referensi


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