Pengaruh Strategi Harga Dan Distribusi Terhadap Volume Penjualan Emping Melinjo di Kampung Bontojaya Desa Bonea Timur

Abstrak

This research is motivated by the fluctuating sales volume of melinjo crackers in Bontojaya Village which tends to decline, unstandardized pricing, and distribution channels that still rely on local middlemen. As a result, the competitiveness of producers is low and the large market potential is not optimally utilized. The purpose of this study is to analyze the influence of pricing strategy and distribution strategy on sales volume, both partially and simultaneously. This study uses the Marketing Mix Theory as the grand theory. The approach used is quantitative with an explanatory design. The research sample consisted of 20 melinjo cracker business actors in Bontojaya Village taken through saturated sampling. Data were collected through a Likert scale questionnaire (1-5) and analyzed using multiple linear regression. The results showed that partially, pricing strategy has no significant effect on sales volume (t = -0.377; Sig. 0.711), while distribution strategy has a positive and significant effect (t = 7.548; Sig. 0.000). Simultaneously, both variables have a significant effect with a contribution of 98.1% (F = 428.849; Sig. 0.000). In conclusion, distribution strategy is proven to be more dominant than pricing strategy in increasing sales volume of melinjo crackers in Bontojaya Village. This study recommends expanding distribution channels and utilizing social media to reach a wider market