PENGARUH BAURAN PEMASARAN TERHADAP VOLUME PENJUALAN TEH BOTOL SOSRO DI TOKO CNI TEMBILAHAN

Abstract

The purpose of theesearchto determine whether the marketing mix influences the sales volume of sosro bottle tea at CNI Shop Tembilahan. The samples is 50 people. Data collection techniques are interviews, questionnaires and observations. The result of calculation of regression equation Y = 0,446 + 0,296X1 + 0,019X2 +

0,260X3 + 0,308X4. The coefficient of determination (R2) in obtaining the result of

0.889 or 88.9%. Simultaneous testing found that the significance (0,000) <of alpha at the 5% or 0.05 level. This means that the independent variable (X) effect simultaneously on the dependent variable (Y). Meanwhile, based on the result of partial test, it is obtained that the variables influencing the sales volume are Product

(X1) obtained by tcount 2.098> ttable 2.011, Promotion Variable (X3) obtained tcount

2,811> ttable 2.011, Distribution Variable (X4) got tcount 2,190> ttabel 2.011, while

Price Variable (X2) obtained tcount 0,145 <ttabel 2.011 which is not partially effect.