ANALISIS STRATEGI PROMOSI DAN KEBIJAKAN PENETAPAN HARGA UNTUK MENINGKATKAN OMSET PENJUALAN BENANG PANCING DI CV. SINAR MAS INDOPERKASA MABAR HILIR MEDAN

Ragil Rahma Dini, Sahnan Rangkuti

Abstract


ABSTRACT

Increased competition from various fishing line products makes CV. Sinar Mas Indoperkasa Mabar Hilir Medan is increasingly competitive in marketing its products. A variety of ways they do so that their products are superior to other products, one of the ways undertaken to introduce and inform a product is through promotional strategies and pricing policies. The problem in this study is to examine the effect of promotional strategies to increase the sales turnover of fishing line. Examining the influence of pricing policy to increase the turnover of fishing line sales, and to examine the influence of promotional strategies and pricing policy to increase the turnover of fishing line sales in the CV. Sinar Mas Indoperkasa Mabar Hilir Medan. Associative research is research that aims to determine the relationship of two or more variables. In this study, as many as 64 respondents were used by distributing questionnaires and using the SPSS 19.0 application. The results of the promotion strategy research have a positive and significant effect to increase the sales turnover of fishing line in CV. Sinar Mas Indoperkasa Mabar Hilir Medan. The obstacles faced in promotion include advertisements delivered to consumers and lack of communication with consumers. Pricing policy has a positive and significant effect to increase the sales turnover of fishing line in CV. Sinar Mas Indoperkasa Mabar Hilir Medan. The company research results do not consider the financial capability of consumers, do not check prices in the market to determine the price of other competitors. promotion strategy (X1) and pricing policy (X2) jointly (simultaneously) influence to increase the turnover of fishing line sales in the CV. Sinar Mas Indoperkasa Mabar Hilir Medan. While the results of the determination test show that 42.4% of sales turnover (Y) can be influenced by variable promotional strategies and pricing policies (X2), while 57.6% is influenced by other factors not examined in this study including product quality, sales , distribution and others. The CV should be. Sinar Mas Indoperkasa Mabar Hilir Medan has implemented a better promotional strategy to increase sales turnover and can be more focused on considering prices according to the ability of consumers and checking prices in the market from other competitors.

 

Keywords: Promotion Strategy, Pricing Policy, Sales Turnover




DOI: https://doi.org/10.46576/bn.v2i2.521

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