ANALISIS PENGARUH HARGA DAN PROMOSI TERHADAP VOLUME PENJUALAN DI ALFAMART MIRASA CIMAHI (Studi Pada Alfamart Franchise CV Mirasa Cimahi)

Abstrak

Most Indonesians are probably familiar with modern shops (modern markets) such as convenience stores, supermarkets, department stores, hypermarkets or wholesalers. Apart from the diversity and completeness of the products offered, the easy-to-reach location and comfortable atmosphere make many Indonesians enjoy shopping at modern markets. Apart from selling products such as food and daily equipment, modern shops also provide business services. Transaction services such as paying for tickets, electricity, water and other online service payments can be made in modern shops. It is not surprising that with the variety of existing facilities, modern retail can develop rapidly in Indonesia. In this research, the population is the number of Alfamart Mirasa consumers with the criteria of male & female population, from age 15 to >45 years of age who will, are currently and have already shopped. at Alfamart Mirasa. The research method used in this research is quantitative. In this research, the author chose to use a judgment sampling technique with a sample size of 261. Based on data analysis and discussion of the sig. 0.001 < 0.05 and the calculated t value is 3.324 > 1.969, it can be concluded that H1 is accepted, there is an influence of price on sales volume. The promotion variable is 0.000 < 0.05 and the calculated t value is 7.497 < 1.969, so it can be concluded that H2 is accepted, there is an influence of promotion on sales volume. The price and promotion variables together have a significant influence on the sales volume variable. This can be seen in the F test results which show that the sig is 0.000 ˂ α 0.05 and the Fcount value is 31,000 > Ftable 3.03. Alfamart Mirasa is expected to increase sales volume by paying attention to prices, promotions so th