PENGARUH STRATEGI PEMASARAN TERHADAP PENINGKATAN PENJUALAN TENUN IKAT PADA RAMBU CHIKO ARTSHOP DI SUMBA TIMUR

Abstrak

Penelitian ini bertujuan menganalisis pengaruh strategi pemasaran terhadap peningkatan penjualan tenun ikat pada Rambu Chiko Artshop di Sumba Timur. Latar belakang penelitian ini didasari oleh peningkatan pendapatan Rambu Chiko Artshop dari rata-rata Rp10.000.000 menjadi Rp30.000.000 per bulan setelah penerapan strategi pemasaran melalui media sosial dan promosi dari mulut ke mulut. Penelitian ini menggunakan pendekatan kuantitatif asosiatif. Variabel bebas adalah Strategi Pemasaran (X) yang diukur melalui empat indikator bauran pemasaran (produk, harga, tempat, dan promosi), sedangkan variabel terikat adalah Peningkatan Penjualan (Y). Sampel berjumlah 30 responden konsumen, dipilih dengan teknik purposive sampling. Data dikumpulkan melalui kuesioner skala Likert 1-5, kemudian dianalisis menggunakan uji validitas, reliabilitas, normalitas, dan regresi linear sederhana. Hasil penelitian menunjukkan 17 dari 20 item variabel X dan 7 dari 8 item variabel Y dinyatakan valid, dengan Cronbach's Alpha 0,868 dan 0,812 (reliabel), serta data residual berdistribusi normal. Persamaan regresi Y = -3,986 + 0,462X, dengan t hitung (8,287) > t tabel (2,048) dan signifikansi 0,000, sehingga H1 diterima. Nilai R Square 0,710 menunjukkan strategi pemasaran berkontribusi 71,0% terhadap peningkatan penjualan. Disimpulkan bahwa strategi pemasaran berpengaruh positif dan signifikan terhadap peningkatan penjualan, dengan indikator harga dan promosi memperoleh penilaian tertinggi. Pemilik usaha disarankan mempertahankan dan mengoptimalkan strategi promosi melalui media sosial dan word of mouth.

This study aims to analyze the influence of marketing strategy on the sales increase of ikat weaving (tenun ikat) at Rambu Chiko Artshop in East Sumba. The study is motivated by the increase in revenue at Rambu Chiko Artshop from an average of Rp10,000,000 to Rp30,000,000 per month following the implementation of marketing strategies through social media and word of mouth promotion. This study used a quantitative associative approach. The independent variable was Marketing Strategy (X), measured through four marketing mix indicators (product, price, place, and promotion), while the dependent variable was Sales Increase (Y). The sample consisted of 30 respondents, selected using purposive sampling. Data were collected through a 1-5 Likert-scale questionnaire and analyzed using validity, reliability, normality, and simple linear regression tests. The results showed that 17 of 20 items on variable X and 7 of 8 items on variable Y were valid, with Cronbach's Alpha of 0.868 and 0.812 (reliable), and the residual data were normally distributed. The regression equation was Y = -3.986 + 0.462X, with a t-value (8.287) greater than the t-table value (2.048) and a significance of 0.000, so H1 was accepted. The R Square value of 0.710 indicates that marketing strategy contributes 71.0% to the sales increase. It is concluded that marketing strategy has a positive and significant influence on sales increase, with price and promotion indicators receiving the highest ratings. The business owner is advised to maintain and optimize promotional strategies through social media and word of mouth.