Pengaruh Strategi Pemasaran Dan Perilaku Konsumen Terhadap Volume Penjualan Treadmill Pada CV. GAF Tridaya Mandiri

  • Muhammad Dwi Sa`di Universitas Telkom
  • Ama Suyanto Universitas Telkom

Abstract

This research was made with the aim of knowing the marketing strategy for treadmill products, knowing the effect of marketing strategy on sales volume and knowing the effect of consumer behavior on sales volume at CV. GAF Tridaya Mandiri. This type of research is field research using a quantitative descriptive approach. The population in this study are all consumers of CV. GAF Tridaya Mandiri, because there are many of them and it is not known with certainty, the authors are looking for samples using the Bernoulli Formula so that the number of samples in this study is 400 respondents. The sampling technique used is non-probability sampling. The analysis used is multiple regression analysis. The results showed that the variables marketing strategy, consumer behavior and sales volume have an average weight in the very good category, simultaneously marketing strategy and consumer behavior have a significant effect on sales volume and the magnitude of the influence is 40.3%. Partially both marketing strategy and consumer behavior, each variable has a significant effect on sales volume. Based on the research findings, the research contribution certainly influences the company, both in increasing sales volume and company profits, therefore the authors can provide suggestions for each indicator of each variable that has the smallest weight that needs to be improved again. 

Keywords: Marketing Strategy, Consumer Behavior, Sales Volume.

References

Alimin, E., Afriani, D., Pratama Agusfianto, N., Faizathul Octavia, Y., Mulyaningsih, T., Yulianah Yusuf, S. M., … Albin Tabun, M. (2022). Manajemen Pemasaran (Kajian Pengantar di Era Bisnis Modern) (Cetakan pertama; A. Bairizki, Ed.). Lombok Barat: SEVAL. Retrieved from www.penerbitseval.com
Cahya, F., & Firmialy, S. (2022). Pengaruh Strategi Pemasaran Terhadap Kepuasan Konsumen Amanda Brownies Di Palimanan Cirebon The Effect Of Marketing Strategy On Amanda Brownies Consumer Satisfaction In Palimanan Cirebon.
Damiati, Masdarini, L., Suriani, M., Adnyawati, N., Marsiti, C., Widiartini, K., & Angendari, M. (2017). Perilaku Konsumen (Cetakan ke 1). Depok: PT. RajaGrafindo Persada.
Fahmi, I. (2016). Perilaku Konsumen Teori dan Aplikasi (Cetakan kesatu; S. Mahdi, Ed.). Bandung: CV. Alfabeta.
Fhadilah, I., & Setyorini, R. (2022). Pengaruh E-Commerce Terhadap Volume Penjualan Shopee Food Pada Produk Umkm Di Kota Bandung.
Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Progra IBM SPSS 25 Edisi 9 (Edisi 9). Badan Penerbit Universitas Diponogoro.
Ginting, N. (2011). Manajemen Pemasaran (Cetakan 1; W. Aziz & E. Rosmayanti, Eds.). Bandung: CV. YRAMA WIDYA.
Indrawati, I., Ramantoko, G., Widarmanti, T., Aziz, I. A., & Khan, F. U. (2022). Utilitarian, hedonic, and self-esteem motives in online shopping. Spanish Journal of Marketing - ESIC, 26(2). https://doi.org/10.1108/SJME-06-2021-0113
Indrawati. (2015). Metode penelitian Manajemen dan Bisnis Konvergensi Teknologi Komunikasi dan Informasi (Cetakan Kesatu; D. Sumayyah, Ed.). Bandung: PT. Refika Aditama.
Kotler, Philip, Keller, K. L., & Chernev, A. (2022). Marketing management (16e ed.). Harlow Essex: Pearson.
Kotler, Philips(s), & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson.
Madjid, B., & Syahputra. (2019). Pengaruh Brand Awareness dan Brand Image Terhadap Volume Penjualan Teh Botol Sosro di Kota Bandung.
Nasution, A., Sudarso, I., & Trisunarno, L. (2006). Manajemen Pemasaran untuk Engineering (D. Hardjono, Ed.). Yogyakarta: CV. ANDI.
Ngalimun, Ropiani, M., & Anwar, H. (2019). Komunikasi Bisnis Kewirausahaan Dalam Islam. Bantul: Parama Ilmu.
Prasetio, A., Rahman, D. A., Sary, F. P., Pasaribu, R. D., & Sutjipto, M. R. (2022). The role of Instagram social media marketing activities and brand equity towards airlines customer response. International Journal of Data and Network Science, 6(4). https://doi.org/10.5267/j.ijdns.2022.6.014
Priyatno, D. (2009). SPSS Untuk Analisis Korelasi, Regresi dan Multivariate (Cetakan Pertama). Yogyakarta: Penerbit Gava Media.
Rahmasari, L., & Oktavia, A. (2020). MANAJEMEN PEMASARAN (Cetakan Pertama; A. Yuliain, Ed.). Semarang: CV. Pustaka STIMART-AMNI Semarang. Retrieved from https://penerbit.unimar-amni.ac.id/
Ramadhan, N. F., & Moeliono, N. N. K. (2022). Pengaruh Perilaku Konsumen Pada Saat Pandemi Terhadap Keputusan Pembelian (Studi Pada Auto 2000 Rancaekek). Retrieved from https://www.merdeka.com/uang/virus-corona-terjadi-6-bulan-daya-beli-masyarakat-terpukul-paling-
Riduwan, & Kuncoro, E. (2021). Path Analysis (Analisis Jalur) (Cetakan ke 8; B. Alma, Ed.). Bandung: CV. Alfabeta.
Rusmana, A., Dewi, E., Hadisiwi, P., & Karlinah, S. (2019). Book Chapter Communication and Information Beyond Boundaries (Cetakan 1; D. Aulianto, C. Karolina, A. Fahrudin, E. Wulandari, D. Amalina, E. Kustanti, … S. Ekaputri, Eds.). Aksel Media Akselerasi.
Safitri, Rachmawati, & Suyanto, A. (2021). Analisis Bauran Pemasaran 4p, Kualitas Pelayanan, Citra Merek Terhadap Keputusan Penggunaan Jasa Kurir Pt Pos Indonesia Analysis Of Marketing Mix 4p, Service Quality, Brand Image Towards Decision To Use Pt Pos Indonesia Courier Services.
Saladin, D. (2007). Intisari Pemasaran & Unsur-Unsur Pemasaran (Keempat; R. Fikri, Ed.). Bandung: Linda Karya.
Sari, D., Wardhana, A., Arfah, Darwin, M., Sulaiman, E., Rahmawan, G., … Sangadji, S. (2021). Manajemen Pemasaran (Hartini, Ed.). Bandung: CV. Media Sains Indonesia.
Sarwono, J. (2019). Mengubah Data Ordinal Ke Data Interval Dengan Metode Suksesif Interval (Msi).
Sugiyono. (2022). Metode Penelitian Kuantitatif (Cetakan ke 3; Setiyawami, Ed.). Bandung: CV. Alfabeta.
Sujarweni, V. W. (2015). Metodologi Penelitian Bisnis dan Ekonomi (Cetakan Pertama). Yogyakarta: Pustaka Baru Press.
Sunyoto, D. (2012). Dasar-Dasar Manajemen Pemasaran Konsep, Strategi, dan Kasus (Cetakan pertama). Yogyakarta: CAPS.
Tjiptono, F., & Chandra, G. (2012). Pemasaran Strategik (Edisi 2). Yogyakarta: Penerbit Andi.
Viora, P., & Suyanto, A. (2020). Keputusan Pembelian Berdasarkan Persepsi, Motivasi, Dan Sikap Pada Marketplace. Jurnal Riset Bisnis Dan Manajemen, 13(1), 16–22. https://doi.org/10.23969/jrbm.v13i1.1796
Yusfin, A., Abduh, T., & Abubakar, H. (2021). Manajemen Pemasaran Dalam Peningkatan Penjualan (H. Remmang & M. Said, Eds.). Gowa: Pusakaa Almaida.
Zeithaml, V., Bitner, M., & Gremler, D. (2018). Service Marketing (7th ed.). New York: McGraw-Hill Education.
Published
2023-07-20
Abstract viewed = 244 times
pdf downloaded = 161 times