Pengaruh Bauran Pemasaran Terhadap Volum Penjualan Produk Makanan Khas Riau Bolu Cermai Al-Mahdi

Setiyawati, Suhar (2022) Pengaruh Bauran Pemasaran Terhadap Volum Penjualan Produk Makanan Khas Riau Bolu Cermai Al-Mahdi. Other thesis, Universitas Islam Riau.

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Abstract

Marketing mix has an impact on increasing product sales volume. The marketing mix provides strategies and efforts for marketing activities so as to obtain maximum results. Increasing sales volume through marketing activities cannot be separated from the provisions of Products, Prices, Places, Promotions so as to increase sales results. This study aims to determine the effect of the marketing mix on the sales volume of Riau's specialty food products Bolu Cermai Al-Mahdi. The method used is quantitative using a descriptive survey, which is a type of research that describes the variables studied, this study determines 50 respondents and 2 informants. Data collection techniques Observation, questionnaires, interviews, and documentation with descriptive data analysis through a quantitative approach. From the results of the study it is known that the marketing mix has not affected sales volume, this is because the product, price, place, promotional activities have not been carried out in accordance with market demand so that the sales results are not appropriate. . not in accordance with the revenue target. This study concludes that based on the results of statistical tests, it can be concluded that the marketing mix on the Sales Volume of Riau Special Food Products Bolu Cermai Al-Mahdi with fairly good results because the marketing mix affects sales volume so as to increase sales results Bolu Cermai Al-Mahdi. The author suggests that marketing activities for Bolu Cermai Al-Mahdi be applied to sales locations that can be reached by the community, carry out promotional activities, and improve taste.

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