Analisis Pengaruh Bauran Pemasaran 4P Terhadap Volume Penjualan Apel Celup Di Perusahaan Dhilanmesindo, Kota Batu, Jawa Timur

Rizqiyanto, Ahmad (2017) Analisis Pengaruh Bauran Pemasaran 4P Terhadap Volume Penjualan Apel Celup Di Perusahaan Dhilanmesindo, Kota Batu, Jawa Timur. Sarjana thesis, Universitas Brawijaya.

Abstract

Indonesia merupakan negara agraris yang kaya akan sumber daya alamnya yang melimpah, terutama dari hasil pertaniannya. Sektor pertanian terdiri dari berbagai macam subsector antara lain subsector tanaman pangan subsector hortikultura, subsector perkebunan, dan subsektor peternakan. Apel merupakan salah satu komoditas dari subsector hortikultura yakni jenis buah-buahan. Permintaan konsumen terhadap buah apel relatif tinggi. Strategi bauran pemasaran yang terdiri dari produk, promosi, harga, dan tempat merupakan strategi yang akan diuji apakah bauran pemasaran 4P (X) yang terdiri dari produk (Prod), promosi (Pro) , harga (Har), tempat (Temp) berpengaru terhadap volume Pengaruh Bauran Pemasaran Terhadap penjualan (Y) pada Perusahaan Dhilanmesindo dengan prosuk apel celup. Penilitian ini dilakukan untuk mengetahui apakah strategi bauran pemasaran memiliki pengaruh yang besar atau tidak memiliki pengaruh. Dalam penelitian ini akan diteliti lebih jauh mengenai variable dari bauran pemasaran dari produk apel celup di perusahan Dhilanmesindo yang memberikan pengaruh langsung terhadap volume penjualan, Metode analisis yang digunakan ialah analisis deskriptif dan analisis kuantitatif. Analisis kuantitatif yang dilakukan sebagai alat untuk membuktikan dari hipotesis yang pertama. Analisis yang dilakukan dengan menyajikan uraian yang mendeskripsikan perusahaan terutama yang berkaitan dengan bauran pemasaran produk apel celup dan tentang peningkatan volume penjualannya. Analisis ini juga dilakukan dengan melakukan beberapa perbandingan teori dengan fakta yang ada di perusahaan Dhilanmesindo. koefisien variabel produk (X1) bernilai positif artinya setiap peningkatan variabel produk (X1) sebesar 1 satuan maka akan meningkatkan Volume Penjualan (Y) sebesar 24,534 dengan asumsi variabel lain konstan. koefisien variabel harga (X2) bernilai positif artinya, setiap peningkatan variabel harga (X2) sebesar 1 satuan maka akan meningkatkan volume penjualan (Y) sebesar 8,892 dengan asumsi variabel lain konstan. koefisien variabel tempat (X3) bernilai positif artinya, setiap peningkatan variabel tempat (X3) sebesar 1 satuan, maka akan meningkatkan volume penjualan (Y) sebesar 16.868 dengan asumsi variabel lain konstan. koefisien variabel promosi (X4) sebesar 1 satuan, maka akan meningkatkan volume penjualan (Y) sebesar 10.519 dengan asumsi variabel lain konstan. Pengertian satu satuan dalam penjualan adalah informasi yang diberikan kepada konsumen.

English Abstract

Indonesia is an agrarian country rich in abundant natural resources, especially from agricultural products. The agricultural sector consists of various subsectors, including food crop sub-sector subsector horticulture, estate subsector, and livestock sub-sector. Apples are one of the commodities of the horticulture subsector namely the type of fruits. Consumer demand for apples is relatively high. Marketing mix strategy consisting of product, promotion, price, and place is a strategy to be tested whether 4P marketing mix (X) consisting of product (Prod), promotion (Pro), price (Har), place (Temp) Volume of Marketing Mix Influence on sales (Y) at Dhilanmesindo Company with apple dye. This research is done to find out whether the marketing mix strategy has a big influence or no effect. In this research will be examined further about the variables of the marketing mix of apple dye products in Dhilanmesindo company that gives a direct influence on sales volume. The method of analysis used is descriptive analysis and quantitative analysis. Quantitative analysis is done as a tool to prove from the first hypothesis. The analysis is done by presenting descriptions that describe the company mainly related to the marketing mix of apple dye products and about the increase in sales volume. This analysis is also done by doing some comparison theory with facts that exist in Dhilanmesindo company. Coefficient of product variable (X1) is positive value means every increase of product variable (X1) equal to 1 unit hence will increase Sales Volume (Y) equal to 24,534 assuming other variable constant. Coefficient of price variable (X2) is positive value meaning, every increase of price variable (X2) equal to 1 unit hence will increase sales volume (Y) equal to 8,892 with other variable assumption constant. Coefficient of place variable (X3) is positive value means, every increase of place variable (X3) is 1 unit, it will increase sales volume (Y) equal to 16.868 assuming other variable constant. Coefficient of promotion variable (X4) of 1 unit, it will increase sales volume (Y) equal to 10,519 assuming other variable constant. Understanding one unit in sales is information given to consumers.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FP/2017/459/051710646
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Pertanian > Sosial Ekonomi Pertanian
Depositing User: Yusuf Dwi N.
Date Deposited: 11 Dec 2017 06:34
Last Modified: 17 Mar 2022 08:02
URI: http://repository.ub.ac.id/id/eprint/6788
[thumbnail of Bagian Depan.pdf] Text
Bagian Depan.pdf

Download (1MB)
[thumbnail of BAB I.pdf] Text
BAB I.pdf

Download (943kB)
[thumbnail of BAB II.pdf] Text
BAB II.pdf

Download (1MB)
[thumbnail of BAB III.pdf] Text
BAB III.pdf

Download (1MB)
[thumbnail of BAB IV.pdf] Text
BAB IV.pdf

Download (1MB)
[thumbnail of BAB V.pdf] Text
BAB V.pdf

Download (1MB)
[thumbnail of BAB VI.pdf] Text
BAB VI.pdf

Download (780kB)
[thumbnail of Daftar Pustaka.pdf] Text
Daftar Pustaka.pdf

Download (1MB)
[thumbnail of Thumbnails conversion from text to thumbnail_lightbox] Other (Thumbnails conversion from text to thumbnail_lightbox)
lightbox.jpg

Download (86kB)
[thumbnail of Thumbnails conversion from text to thumbnail_preview] Other (Thumbnails conversion from text to thumbnail_preview)
preview.jpg

Download (32kB)
[thumbnail of Thumbnails conversion from text to thumbnail_medium] Other (Thumbnails conversion from text to thumbnail_medium)
medium.jpg

Download (7kB)
[thumbnail of Thumbnails conversion from text to thumbnail_small] Other (Thumbnails conversion from text to thumbnail_small)
small.jpg

Download (1kB)
[thumbnail of Thumbnails conversion from text to thumbnail_lightbox] Other (Thumbnails conversion from text to thumbnail_lightbox)
lightbox.jpg

Download (89kB)
[thumbnail of Thumbnails conversion from text to thumbnail_preview] Other (Thumbnails conversion from text to thumbnail_preview)
preview.jpg

Download (33kB)
[thumbnail of Thumbnails conversion from text to thumbnail_medium] Other (Thumbnails conversion from text to thumbnail_medium)
medium.jpg

Download (7kB)
[thumbnail of Thumbnails conversion from text to thumbnail_small] Other (Thumbnails conversion from text to thumbnail_small)
small.jpg

Download (1kB)
[thumbnail of Thumbnails conversion from text to thumbnail_lightbox] Other (Thumbnails conversion from text to thumbnail_lightbox)
lightbox.jpg

Download (89kB)
[thumbnail of Thumbnails conversion from text to thumbnail_preview] Other (Thumbnails conversion from text to thumbnail_preview)
preview.jpg

Download (33kB)
[thumbnail of Thumbnails conversion from text to thumbnail_medium] Other (Thumbnails conversion from text to thumbnail_medium)
medium.jpg

Download (7kB)
[thumbnail of Thumbnails conversion from text to thumbnail_small] Other (Thumbnails conversion from text to thumbnail_small)
small.jpg

Download (1kB)
[thumbnail of Thumbnails conversion from text to thumbnail_lightbox] Other (Thumbnails conversion from text to thumbnail_lightbox)
lightbox.jpg

Download (89kB)
[thumbnail of Thumbnails conversion from text to thumbnail_preview] Other (Thumbnails conversion from text to thumbnail_preview)
preview.jpg

Download (33kB)
[thumbnail of Thumbnails conversion from text to thumbnail_medium] Other (Thumbnails conversion from text to thumbnail_medium)
medium.jpg

Download (7kB)
[thumbnail of Thumbnails conversion from text to thumbnail_small] Other (Thumbnails conversion from text to thumbnail_small)
small.jpg

Download (1kB)
[thumbnail of Thumbnails conversion from text to thumbnail_lightbox] Other (Thumbnails conversion from text to thumbnail_lightbox)
lightbox.jpg

Download (89kB)
[thumbnail of Thumbnails conversion from text to thumbnail_preview] Other (Thumbnails conversion from text to thumbnail_preview)
preview.jpg

Download (33kB)
[thumbnail of Thumbnails conversion from text to thumbnail_medium] Other (Thumbnails conversion from text to thumbnail_medium)
medium.jpg

Download (7kB)
[thumbnail of Thumbnails conversion from text to thumbnail_small] Other (Thumbnails conversion from text to thumbnail_small)
small.jpg

Download (1kB)
[thumbnail of Thumbnails conversion from text to thumbnail_lightbox] Other (Thumbnails conversion from text to thumbnail_lightbox)
lightbox.jpg

Download (89kB)
[thumbnail of Thumbnails conversion from text to thumbnail_preview] Other (Thumbnails conversion from text to thumbnail_preview)
preview.jpg

Download (33kB)
[thumbnail of Thumbnails conversion from text to thumbnail_medium] Other (Thumbnails conversion from text to thumbnail_medium)
medium.jpg

Download (7kB)
[thumbnail of Thumbnails conversion from text to thumbnail_small] Other (Thumbnails conversion from text to thumbnail_small)
small.jpg

Download (1kB)
[thumbnail of Thumbnails conversion from text to thumbnail_lightbox] Other (Thumbnails conversion from text to thumbnail_lightbox)
lightbox.jpg

Download (89kB)
[thumbnail of Thumbnails conversion from text to thumbnail_preview] Other (Thumbnails conversion from text to thumbnail_preview)
preview.jpg

Download (33kB)
[thumbnail of Thumbnails conversion from text to thumbnail_medium] Other (Thumbnails conversion from text to thumbnail_medium)
medium.jpg

Download (7kB)
[thumbnail of Thumbnails conversion from text to thumbnail_small] Other (Thumbnails conversion from text to thumbnail_small)
small.jpg

Download (1kB)
[thumbnail of Thumbnails conversion from text to thumbnail_lightbox] Other (Thumbnails conversion from text to thumbnail_lightbox)
lightbox.jpg

Download (89kB)
[thumbnail of Thumbnails conversion from text to thumbnail_preview] Other (Thumbnails conversion from text to thumbnail_preview)
preview.jpg

Download (33kB)
[thumbnail of Thumbnails conversion from text to thumbnail_medium] Other (Thumbnails conversion from text to thumbnail_medium)
medium.jpg

Download (7kB)
[thumbnail of Thumbnails conversion from text to thumbnail_small] Other (Thumbnails conversion from text to thumbnail_small)
small.jpg

Download (1kB)

Actions (login required)

View Item View Item