ANALISIS STRATEGI PEMASARAN DAN PENGARUHNYA TERHADAP PENJUALAN PADA DISTRIBUTOR SARI ROTI CV. MUDA SEDIA BERSAMA, KABUPATEN ACEH UTARA

Abstract

This study aims to analyze the effect of product, price, place, and promotion on Sari Roti sales at CV. Muda Sedia Bersama, Krueng Geukueh, North Aceh Regency, both partially and simultaneously. A quantitative causal associative approach was employed. The population consisted of consumers who had purchased Sari Roti in the Krueng Geukueh area, and the sample comprised 125 respondents selected through non-probability sampling. Data were collected through questionnaires, documentation, field research, and a literature review, and were analyzed using multiple linear regression in SPSS. The results show that product (t= 3.826), price (t = 5.470), place (t = 5.268), and promotion (t = 7.234) each have a positive and significant effect on sales (Sig. 0.000). Simultaneously, the four variables have a positive and significant effect (F = 116.627; Sig. 0.000). The Adjusted R Square of 0.789 indicates that 78.9% of the variation in sales is explained by the four variables, while the remaining 21.1% is explained by factors outside the model. Price has the largest standardized beta (0.363), followed by promotion (0.358), place (0.238), and product (0.236).