PENGARUH BAURAN PEMASARAN TERHADAP PENJUALAN PADA PT. NESTLE INDOFOOD CITARASA INDONESIA DI MAKASSAR

Authors

  • Nuraini Rasyid Stie Wira Bhakti Makassar
  • Rais Dera Pua Rawi Universitas Muhammadiyah Sorong

DOI:

https://doi.org/10.33506/sl.v7i2.146

Keywords:

Bauran pemasaran, penjualan, Nestle Citarasa

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh bauran pemasaran yang terdiri dari harga, produk, distribusi dan promosi terhadap penjualan sambel Indofood pada PT. Nestle Citarasa Indonesia di Makassar.Sedangkan jenis penelitian adalah penelitian kuantitatif dengan menggunakan metode analisis data, 1) Analisis deskriptif digunakan untuk menjelaskan pengaruh bauran pemasaran yang terdiri dari harga, produk, distribusi dan promosi terhadap penjualan sambel Indofood. 2) Analisis regresi berganda mengukur keterkaitan unsur-unsur bauran pemasaran terhadap peningkatan penjualan sambel Indofood, persamaan yaitu : Y = b0 + b1 X1 + b2 X2 + b3 X3 + e. Hasil penelitian menunjukkan bahwa koefisien regresi memperlihatkan hasil koefisien konstanta (variabel Penjualan) adalah sebesar 3,173 dengan Thitung sebesar 3,574 dan nilai signifikansi sebesar 0,037, variabel Harga (X1) adalah sebesar 0,401 dengan Thitung sebesar 5,547 dan nilai signifikan sebesar 0,012, variabel Biaya Promosi (X2) adalah sebesar 0,751 dengan Thitung sebesar 12,498 dan nilai signifikan sebesar 0,001 dan untuk variabel Biaya Distribusi sebesar -0,098 dengan Thitung sebesar -7,955 dan nilai signifikan sebesar 0,004. Nilai Ttabel untuk uji ini adalah sebesar 1,943 yang diperoleh dengan alpha 5% dan df sebesar 6 (n-1). Jika kita bandingkan nilai Thitung koefisien konstanta dengan Ttabel, terlihat bahwa nilai Thitung lebih besar dari pada Ttabel, dan nilai signifikan yang lebih kecil dari pada alpha 5%, maka kesimpulan yang bisa diambil adalah menolak Ho yang berarti signifikan secara statistik

References

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Published

2018-07-16

How to Cite

Rasyid, N., & Rawi, R. D. P. (2018). PENGARUH BAURAN PEMASARAN TERHADAP PENJUALAN PADA PT. NESTLE INDOFOOD CITARASA INDONESIA DI MAKASSAR. SENTRALISASI, 7(2), 11–27. https://doi.org/10.33506/sl.v7i2.146

Issue

Vol. 7 No. 2 (2018): Sentralisasi

Section

Articles

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