PENGARUH PRODUK, HARGA DAN LOKASI TERHADAP VOLUME PENJUALAN AIR MINUM KEMASAN MEREK Q-BIC PADA PT. DIFUSI GOLDEN UTAMA DI SAMARINDA

Mihani Mihani

Abstract


MIHANI : Penelitian ini bertujuan untuk mengetahui pengaruh produk, harga, lokasi  terhadap volume penjualan air minum kemasan merek Q-Bic pada PT Difusi Golden Utama di Samarinda. 

Model analisis yang digunakan untuk membuktikan hipotesis adalah model analisis regresi linier berganda yang akan dianalisis dengan menggunakan program statistik, yaitu SPSS v.16.0 for Windows. Jumlah responden yang menjadi objek dalam  penelitian ini sebanyak  92responden. Hasil analisis statistik menunjukkan koefisien regresi variabel-variabel  bebas, yaitu produk  (X1)  = 0,336,  harga (X2) =0,145, lokasi  (X3) = 0,159  serta konstanta sebesar  0,163.  Persamaan regresi linier berganda adalah Y =  Y = 0,163 + 0,336X1 + 0,145X2 + 0,159X3.  Hasil penelitian  didapat dari besarnya pengaruh yang diterangkan variabel-variabel produk, harga, lokasi pada PT Difusi Golden Utama sebesar koefisien korelasi (R) = 0,921  dan besarnya ketergantungan kinerja pegawai terhadap ketiga variabel bebas di atas adalah sebesar nilai koefisien determinasi  (R square) = 0,842 atau  84,2 %. Hasil analisis uji F menunjukkan bahwa seluruh variabel bebas secara bersama-sama mempunyai pengaruh yang bermakna terhadap volume penjualan pada PT Difusi Golden Utama. Secara parsial, variabel produk  (X1),  harga (X2), lokasi (X3)berpengaruh signifikan. Variabel bebas yang mempunyai pengaruh dominan terhadap volume penjualan adalah produk (X1).

Keywords: Produk, Harga, Lokasi, Penjualan


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References


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