Pengaruh Harga, Biaya Promosi, dan Kualitas Pelayanan Terhadap Volume Penjualan Produk UMKM di Beteng Trade Center Surakarta

Abstrak

This study aims to examine the effect of price, promotion costs, and service quality on sales volume among Micro, Small, and Medium Enterprises (MSMEs) at Beteng Trade Center (BTC) Surakarta. This research employed a quantitative approach using primary data collected through questionnaires distributed to MSME owners at BTC Surakarta. The population of this study consisted of 237 MSMEs, while the sample comprised 155 respondents selected using purposive sampling techniques. Data were analyzed using multiple linear regression with the assistance of SPSS software, including validity tests, reliability tests, classical assumption tests, t-tests, F-tests, and the coefficient of determination (R²). The results of this study indicate that price, promotional costs, and service quality have a positive and significant effect on sales volume among MSMEs. The coefficient of determination analysis shows an Adjusted R Square value of 0.734, indicating that 73.4% of the variation in sales volume can be explained by price, promotional costs, and service quality. Meanwhile, the remaining 26.6% is influenced by other factors not examined in this study.

Keywords : Promotional Costs, Price, Service Quality, MSMEs, Sales Volume.