PENGARUH STRATEGI PEMASARAN TERHADAP VOLUME PENJUALAN PADA PRODUK SIRUP POHON KURMA DI KABUPATEN BIREUEN

THE EFFECT OF MARKETING STRATEGY ON SALES VOLUME OF DATE SYRUP PRODUCTS IN BIREUEN REGENCY

Abstract

This study aims to analyze the influence of marketing strategies on the sales volume of date palm syrup products in Bireuen Regency. The marketing strategies studied include product, price, place/distribution, and promotion variables. Data were collected through questionnaires from 91 respondents and instrument validity tests showed that all questionnaire items were valid and reliable, with an average validity level between 0.60 – 6.70. Problem analysis used statistics with multiple linear regression. The results of data processing, with SPSS v26 software, showed that partially the factors of product quality, promotion, and place significantly influenced sales volume, while price had no effect. However, simultaneously, the four marketing strategies significantly influenced sales volume. The statistical value of the coefficient of determination showed that 48.3% of the variation in sales volume was explained by marketing strategies, while the rest was influenced by other factors. This study recommends improving promotion and distribution strategies to strengthen product competitiveness in the local market.