Electronic Theses and Dissertation

Selama januari-desember 2023, fluktuasi penjualan parfum neelam mengindikasikan perlunya strategi pemasaran yang lebih efektif. penelitian ini bertujuan menganalisis pengaruh bauran pemasaran (product, price, place, promotion) terhadap volume penjualan, baik secara parsial maupun simultan. penelitian dilakukan di koperasi inovac usk, banda aceh, pada 25 maret-5 april 2024. data dikumpulkan setiap hari pukul 10.00-15.00 wib dari 50 responden (25 laki-laki, 25 perempuan) yang dipilih dengan teknik proportional random sampling. analisis data menggunakan metode deskriptif dan regresi linier berganda untuk menilai pengaruh variabel penelitian. hasil penelitian menunjukkan bauran pemasaran 4p (product, price, place, promotion) secara simultan signifikan memengaruhi volume penjualan. secara parsial, variabel product, price, dan place memiliki pengaruh signifikan, sementara promotion tidak. konsumen menilai product dan price sangat baik, mencerminkan kepuasan terhadap kualitas dan harga. namun, place dan promotion dinilai cukup baik, menunjukkan perlunya perbaikan dalam lokasi penjualan dan strategi promosi. strategi pemasaran yang lebih terarah diharapkan dapat meningkatkan volume penjualan dan kepuasan konsumen.

During January-December 2023, fluctuations in sales of Neelam Perfume indicated the need for a more effective marketing strategy. This study aims to analyze the effect of marketing mix (product, price, place, promotion) on sales volume, both partially and simultaneously. The research was conducted at INOVAC USK Cooperative, Banda Aceh, on March 25-April 5, 2024. Data were collected every day at 10:00-15:00 WIB from 50 respondents (25 men, 25 women) selected by proportional random sampling technique. Data analysis used descriptive methods and multiple linear regression to assess the influence of research variables. The results showed that the 4P marketing mix (product, price, place, promotion) simultaneously significantly influenced sales volume. Partially, product, price, and place variables have a significant influence, while promotion does not. Consumers rated product and price very well, reflecting satisfaction with quality and price. However, place and promotion were rated fairly well, indicating the need for improvement in sales location and promotion strategies. A more targeted marketing strategy is expected to increase sales volume and consumer satisfaction.