Abstract,
This research aims to determine whether the promotion mix
consisting of advertising, sales promotion, personal selling, public
relations, and direct marketing has a partial and simultaneous effect on
sales volume.
The population as well as the sample in this research were all
resellers, amounting to 23 resellers. The method of data analysis in this
study uses multiple linear regression methods with the help of the SPSS
version 22.0 application.
The results showed that based on a partial test only advertising,
sales promotion, personal selling and direct marketing variables had a
significant effect on sales volume. Meanwhile, the public relation variable
does not significantly influence the sales volume at CV Anugerah Sandang
Abadi in Banjarmasin. Then based on the simultaneous test, the results
showed that the promotion mix consisting of advertising, sales promotion,
personal selling, public relation and direct marketing variables
simultaneously had a positive and significant effect on sales volume.
Keywords: Promotional Mix, Sales Volume
Abstrak,
Penelitian ini bertujuan untuk mengetahui apakah bauran promosi
yang terdiri dari advertising (periklanan), sales promotion (promosi
penjualan), personal selling (penjualan perseorangan), public relation
(hubungan masyarakat), dan direct marketing (pemasaran langsung)
berpengaruh secara parsial dan simultan terhadap volume penjualan.
Populasi sekaligus sampel dalam penelitian ini adalah semua
resseler yang berjumlah sebanyak 23 orang. Metode analisis data dalam
penelitian menggunakan metode regresi linier berganda dengan bantuan
aplikasi SPSS versi 22.0.
Hasil penelitian menunjukkan bahwa berdasarkan uji parsial
hanya variabel advertising (periklanan), sales promotion (promosi
penjuala), personal selling (penjualan perseorangan) dan direct marketing
(pemasaran langsung) yang berpengaruh secara signifikan terhadap
volume penjualan. Sementara variabel public relation (hubungan
masyarakat) tidak berpengaruh secara signifikan terhadap volume penjualan pada CV Anugerah Sandang Abadi di Banjarmasin. Kemudian
berdasarkan uji simultan, hasil penelitian menunjukkan bahwa bauran
promosi yang terdiri dari Advertising, Sales Promotion, Personal Selling,
Public Relations, dan Direct Marketing secara simultan berpengaruh
positif dan signifikan terhadap volume penjualan.
Kata kunci: Bauran Promosi, Volume Penjualan