The Impact of Brand, Product Quality and Price on Sales Volume of Samana Mart Stores

I Ketut Suardika; Mertyani Sari Dewi

doi:10.23887/ijssb.v5i2.34766

Authors

I Ketut Suardika SEKOLAH TINGGI ILMU EKONOMI SATYA DHARMA
Mertyani Sari Dewi SEKOLAH TINGGI ILMU EKONOMI SATYA DHARMA

DOI:

https://doi.org/10.23887/ijssb.v5i2.34766

Keywords:

Brand, product quality, proce and sales volume

Abstract

Sales volume is the final result achieved by the company from product sales made by the sales department. Sales volume is calculated based on the assumed target with the realization achieved. Sales volume does not separate in cash or credit, but is calculated as a whole from the total achieved. So if the sales volume increases and distribution costs decrease, the company's profit achievement level increases. On the other hand, if the sales volume decreases, the company's profit will decrease. This study aims to determine the effect of brand, product quality and price on sales volume. This research was conducted at the Samana Mart Store. Data collection techniques using a questionnaire, with a sampling technique to 94 consumers. Data analysis used research instrument test, classical assumption test, multiple linear regression test, determination test and significance test with t test. The results show that the brand has a significant effect on sales volume where the more famous the brand at the Samana Mart Store, the higher the sales volume. The results of the second study, product quality has a significant effect on sales volume, the better the quality of the products owned by the Samana Mart Store, the higher the sales volume. Furthermore, the final result, price has a significant effect on volume, so it can be said that the higher the price, the more competitive the prices offered by Samana Mart Stores, the higher the sales volume.

References

Anderson, J. C., Thomson, B. ., & Wynstra, F. (2000). Combining value and price to make purchase decisions in business markets. International Journal of Research in Marketing, 17(4), 307–329. https://doi.org/10.1016/S0167-8116(00)00029-X.

Chrisandi, N. P. (2014). Hubungan Citra Merek dan Kualitas Pelanggan dengan Loyalitas Pelanggan Produk Apple. Calyptra, 3(1), 1–11. http://webhosting.ubaya.ac.id/journalubayaac/index.php/jimus/article/view/1515.

Dewi, P. S. A., & Suprapti, N. W. S. (2018). Membangun Loyalitas Pelanggan Melalui Kepuasan Yang Dipengaruhi Oleh Kualitas Produk, Persepsi Harga dan Citra Merek. Matrik : Jurnal Manajemen, Strategi Bisnis Dan Kewirausahaan, 12(2), 87. https://doi.org/10.24843/matrik:jmbk.2018.v12.i02.p01.

Ella, F., Wulandari, T., & Limbing, L. P. B. (2020). Pengaruh Citra Merek Dan Keputusan Pembelian Terhadap Loyalitas Pelanggan Pada Maskapai Penerbangan Lion Air. Jurnal Hospitality Dan Pariwisata, 6(1), 7–14. https://doi.org/10.30813/.v6i1.2030.

Ferdinand, A. (2006). Metode Penelitian Manajemen. Universitas Diponegoro.

Fristiana, D. A., Prihatini, A. E., & Listyorini, S. (2012). Pengaruh Citra Merek dan Harga terhadap Keputusan Pembelian pada Ramai Swalayan Peterongan Semarang. JIAB: Jurnal Ilmu Administrasi Bisnis, 1(2), 118–127. https://ejournal3.undip.ac.id/index.php/jiab/article/view/839.

Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25 (9th editio). Badan Penerbit Universitas Diponegoro.

Kotler, & Amstrong. (2015). Marketing an Introducing Prentice Hall twelfht edition. Pearson Education.

Kotler, & Keller. (2012). Manajemen Pemasaran (12th ed.). Erlangga.

Kukar-Kinney, M., M.Ridgwaya, N., & B.Monroe, K. (2012). The Role of Price in the Behavior and Purchase Decisions of Compulsive Buyers. Journal of Retailing, 88(1), 63–71. https://doi.org/10.1016/j.jretai.2011.02.004.

Lenggogeni, L., & Ferdinand, A. T. (2016). Faktor-Faktor Yang Mempengaruhi Keunggulan Bersaing Dalam Upaya Meningkatkan Keputusan Pembelian. Diponegoro Journal of Management, 5(3), 840–851. https://ejournal3.undip.ac.id/index.php/djom/article/view/14673.

Machfoedz, M. (2013). Pengantar Pemasaran Modern. Akademi Manajemen Pemasaran YPKPN.

Mokalu, F. O., & Tumbel, A. (2015). Pengaruh Kualitas Produk, Harga Dan Distribusi Terhadap Volume Penjualan Roti Jordan CV. Minahasa Mantap Perkasa. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 3(1). https://doi.org/10.35794/emba.v3i1.7085.

Mukiira, E. M., Musau, M. C., & Munyao, M. J. (2017). Effect of experiential marketing in building brand equity: A case of selected Unilever Tanzania brands. International Journal of Supply Chain Management, 2(1), 1–31. https://www.iprjb.org/journals/index.php/IJSCM/article/view/376.

Oeyono, J. T. (2013). Analisa pengaruh experiential marketing terhadap loyalitas konsumen melalui kepuasan sebagai intervening variabel di tator cafe surabaya town square. Jurnal Strategi Pemasaran, 1(2), 1–9. http://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/959.

Plumeyer, A., Kottemann, P., Böger, D., & Decker, R. (2019). Measuring brand image: a systematic review, practical guidance, and future research directions. Review of Managerial Science, 13(2), 227–265. https://doi.org/10.1007/s11846-017-0251-2.

Rachbini, W. (2018). The impact of consumer trust, perceived risk, perceived benefit on purchase intention and purchase decision. International Journal of Advanced Research, 6(1), 1036–1044.

Saputri, S. A., Mardani, R. M., & Wahono, B. (2020). Pengaruh Price Book Value (Pbv), Price Earning Ratio (PER), Return On Asset (ROA) Terhadap Return Saham (Studi Pada Perusahaan Manufaktur Sektor Industri Barang Konsumsi Yang Terdaftar di Bursa Efek Indonesia Tahun 2016-2018). Jurnal Ilmiah Riset Manajemen, 9(03). 133–149. http://www.riset.unisma.ac.id/index.php/jrm/article/view/6152.

Sigit, I. I. A. (2016). Analisis Pengaruh Suasana Toko, Persepsi Harga dan Kualitas Produk Terhadap Minat Beli Dengan Citra Merek Sebagai Variabel Mediasi (Studi Pada Pelanggan Kedai Conel Surakarta). Universitas Negeri Sebelas Maret.

Sumiati, S., & Mujanah, S. (2018). Persepsi Kualitas Produk, Persepsi Harga dan Promosi Terhadap Keputusan Pembelian Tas Sophie Paris pada Mahasiswa. AMAR (Andalas Management Review), 2(2), 1–10. https://doi.org/10.25077/amar.2.2.1-10.2018.

Sunarto, S. (2015). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Pada Toko Kerajinan Kulit Kartika Magetan. EQUILIBRIUM: Jurnal Ilmiah Ekonomi Dan Pembelajarannya, 3(2). https://doi.org/10.25273/equilibrium.v3i2.668.

Syaputra, D. (2020). Pengaruh Harga dalam Meningkatkan Volume Penjualan pada Standard Minimarket Jagakarsa di Jakarta Selatan. Jurnal Manajemen Kompeten, 3(1), 26–38. http://jurnal.stier.ac.id/index.php/mnjm/article/view/141.

Ummu, H., & Sumiati. (2016). Pengaruh Kualitas Produk dan Harga Terhadap Volume Penjualan Produk Komestik Eardah di Kota Bangkalan Madura. Jurnal Ekonomi & Bisnis, 1(1). https://doi.org/10.1234/jeb17.v1i01.635.

Usmara, U. (2008). Pemikiran Kreatif Pemasaran. Amara Books.

Wardani, T. A. P., & Wibowo, S. (2017). The Influence of Rebranding Toward Brand Image of Indosat Ooredoo (Study on Im3 Ooredoo Users in Bandung City). Proceedings of Management, 4(1), 635–641. https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/4657.