THE INFLUENCE OF PROMOTIONS AND DISTRIBUTION CHANNELS ON THE SALES VOLUME OF SURVEY PRODUCTS AT MSME CENTERS IN SORONG CITY

Authors

  • Andi Sismar Universitas Pendidikan Muhammadiyah Sorong, Indonesia
  • Mahfudnurnajamuddin Mahfudnurnajamuddin Universitas Muslim Indonesia, Indonesia
  • Serlin Serang Universitas Muslim Indonesia, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v8i1.13273

Abstract

The advancement of a company or business is an exceptional achievement for any company or business. Selecting the right promotion and diversifying products during critical stages in the product cycle are crucial in deciding the future success or closure of a business. There's no escaping the fact that the sales level serves as a pivotal indicator of whether a company can thrive in the business world. This research adopts a quantitative approach, with 100 SME perpetrators and owners in the Sorong district as respondents. The hypothesis posits that there is a correlation between promotion strategies, distribution channels, and sales volume. The test results support the alternative hypothesis (Ha) over the null hypothesis (Ho), indicating a significant influence of promotion and distribution channels on sales volume. Based on the regression equation Y = 17.049 + 0.511X1 + 0.356X2, it can be inferred that each unit increase in promotion and distribution levels leads to a respective increase in sales volume, keeping other factors constant. Hypothesis testing using F statistics revealed a significant Fcount of 70.728 compared to the critical Ftable value. This confirms the acceptance of Ha and the rejection of Ho. These findings imply that an increase in sales volume is positively impacted by effective promotion and distribution strategies, contributing to the overall health of SMEs.

References

Aang Munawar and Bintang Sahala Marpaun Influence of Distribution Channels on Sales Volume at PT. Winner Graments Unitary Scientific Journal Number 1 Volume 10, April 2008

Tjiptono, Fandy. 2001. Strategi Pemasaran. Yogyakarta : Andi Offset.

Ade Novera 2014 The Effect of Promotion Costs on Sales of Honda Motorbikes at CV. Partner Makmur Samarinda eJournal of Science Business Administration, ISSN 2355-5408 Science Business Administration, Faculty of Social Sciences and Political Science, Mulawarman University.

Arindra Diesnu Hernomo, 2020. Effect of Promotion Costs And Distribution Costs Against Volume Sales of Reject Wind Candy at PT. Appears to Bloom Semarang Journal of Science Business Administration Department of Administration Business Faculty of Social and Political Sciences Diponegoro University.

Arif, M., & Sismar, A. (2024). Peran Saluran Distribusi Dalam Meningkatkan Volume Penjualan Pada Toko Sinar Aneka Sorong Papua Barat Daya. Jurnal Bisnis dan Kewirausahaan, 13(1), 47-55.

Aditama. 2002. Influence of Price, Promotion, Product and Distribution Channels on Decisions Purchase at the Asri Drinking Water Depot.†The thesis is not publishe Arikunto, Suharsimi. 1999, Research Procedures Practice Approach Unit, Jakarta: Rineka Create.

Basu Swastha and Irawan. 2008. Management Marketing. Yogyakarta: Modern Liberty.

Belkaoui, Ahmed Riahi. 2007. Accounting Theory (translator: Ali Akbar Yulianto and Krista). Salemba Four. Jakarta.

Buchari Alma, 2008. Marketing Management and Services Marketing. Sorong: Alphabeta.

Buchory, Achmad Herry & Saladin Djaslim. 2010. Marketing Management: First Edition. Sorong: Linda Karya

Catur, Hana and Enny. 2011. Influence Analysi Marketing Mix on Ceramic Sale in Bantul Regency, Yogyakarta. Journal Marketing.

Didin Mukodim 2007, The Effect of Promotion Costs and Distribution Costs for Sales at PT. Indofood Sukses Makmur, Tbk Scientific Journal PESAT Proceedings (Psychology, Economics, Literature, Architect & Civil) Vol. 2.

Dewi, R., Hamid, R. S., Sismar, A., Bachtiar, R. E. P., & Moonai, S. (2023). The Role of Innovation Orientation in Improving Marketing Communication and Marketing Performance of Micro, Small, and Medium Enterprises (MSMEs) in the Culinary Sector. Kontigensi: Jurnal Ilmiah Manajemen, 11(1), 370-376..

Erina Purnamasari 2014 Implementation of Cost-Volume-Profit Analysis for Achievement EvaluationProfit at PT Fastfood Indonesia, Tbk Journal Faculty of Economics and Business, Department Dian Nuswantoro University Accounting Semarang

Eva Karla, 2010 Influence of Distribution Channels Towards Increasing Sales Volume At PT NUTRICIA INDONESIA PROSPEROUS Gunadarma University Journal

Haeruman, H, 2000, Increasing the Competitiveness of MSMEs to Support the PEL Program. Paper Seminar on Increasing Competitiveness, Graha Sucofindo, Jakarta.

Hafsah, Mohammad Jafar, 2004, Effort Small and Medium Enterprise Development (UKM), Infokop 25, 40-44.

Ignasius Yenglie Moy and Farah Alfanur 2013 Effect of Promotion Costs on Volume Sales of CHEZ MOKA Coffee Shop Journal Eproc Telecommunications Business Management and Informatics, Faculty of Economics and Business, Telkom University Journal of the Department of Economic Education at the University Ganesha Singaraja Education, Indonesia Vol: 4 No: 1 Year: 2013

Kotler, Philip and Kevin Keller. 2009. Management Marketing. Thirteenth Edition. Volume 1. Jakarta: Erlangga.

Kotler, Philip and Gary Armstrong. 1997. Basics Marketing. Indonesian Edition. Volume 1 and 2. Jakarta: Erlangga.

Sismar, A., Syah, S. R., & Sudirman, S. (2023). Analisis Variabel Yang Berpengaruh Terhadap Kinerja Karyawan Pada PT Financial Multi Finance Makassar. Jurnal Mirai Management, 8(2), 413-419..

Downloads

Published

2024-05-02

How to Cite

Sismar, A., Mahfudnurnajamuddin, M., & Serang, S. (2024). THE INFLUENCE OF PROMOTIONS AND DISTRIBUTION CHANNELS ON THE SALES VOLUME OF SURVEY PRODUCTS AT MSME CENTERS IN SORONG CITY. International Journal of Economics, Business and Accounting Research (IJEBAR), 8(1). https://doi.org/10.29040/ijebar.v8i1.13273

Issue

Vol. 8 No. 1 (2024): IJEBAR : Vol. 8, Issue 1, March 2024

Section

Articles

Citation Check

License

Authors who publish with IJEBAR agree to the following terms: Authors retain copyright and grant the IJEBAR right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgement of the work's authorship and initial publication in IJEBAR. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in IJEBAR. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).