Pengaruh Promosi Terhadap Peningkatan Penjualan Pada Usaha Tenun Siak Wan Fitri Di Kota Pekanbaru

Novelia, Navhisya (2021) Pengaruh Promosi Terhadap Peningkatan Penjualan Pada Usaha Tenun Siak Wan Fitri Di Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

The research was conducted with the purpose of seeing the effect of promotion on increasing sales in the Siak Wan Fitri weaving business in Pekanbaru City. Sampling using incidental sampling technique. The data used in the research were obtained through a questionnaire. This type of research which is located in Tenun Siak Wan Fitri Pekanbaru City is descriptive quantitative. The hypothesis of this research is that there is a significant effect on the increase in sales of the Siak Wan Fitri weaving business in Pekanbaru City. To determine the effect of these variables used simple linear regression, correlation coefficient, coefficient of determination, and partial test (t) using SPSS v.20 to answer the research hypothesis. Based on the analysis using simple linear regression statistical method Y= 8.194 + 0.264X which shows the effect of promotion (X) on increasing sales (Y) is positive. Furthermore, the results of the correlation coefficient test show the correlation value of the two variables, namely promotion and sales increase of 0.650 with a strong relationship level. The magnitude of the coefficient of determination is 0.422 (42.2%) which means that promotion has an effect of 42.2% on increasing sales and the remaining 57.8% is influenced by other factors. And in the t test the value of t arithmetic > t table is 5.271 > 2.024 which means Ho is rejected and Ha is accepted. The results of the data analysis show that promotion which includes advertising, sales promotion, public relations, personal selling, and direct & online marketing partially affects the increase in sales of the Siak Wan Fitri weaving business in Pekanbaru City. The dimension or indicator most influencing the increase in sales is public relations. With further suggestions, it can maintain and improve other promotions in order to increase sales of the Siak Wan Fitri weaving business in Pekanbaru City.

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