SOIM, MUHAMMAD (2020) ANALISIS BAURAN PEMASARAN TERHADAP VOLUME PENJUALAN DI PT. ADHIPRIMA UTAMA MOBILINDO DENGAN METODE REGRESI LINEAR BERGANDA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
PT Adhiprima Utama Mobilindo is one of the Official Dealers of Daihatsu brand cars and affiliated in ASTRIDO GROUP. The activities carried out by PT Adhiprima Utama Mobilindo were issued new car sales, vehicle services and spare part sales. Successful sales activities themselves support existing marketing strategies. The main objective of the writer is to know the importance of marketing mix marketing to sales volume and the application of marketing mix strategies in order to obtain improved sales volume. This final project applies the method of Multiple Linear Regression, F Test and t test used to test the marketing mix variables and their effect on sales volume. So based on testing conducted on the marketing mix variables, the conclusion is that the marketing mix is expected to affect sales volume. Within a period of 6 months (July 2019 - December 2019) the application of the marketing mix strategy resulted in an increase in sales of 24% compared to the first semester of 2019. Keywords: Multiple Linear Regressio , F Test, Parsial Tes PT Adhiprima Utama Mobilindo merupakan salah satu Authorized Dealer mobil merek Daihatsu dan terafiliasi dalam ASTRIDO GROUP. Kegiatan-kegiatan yang dilaksanakan oleh PT Adhiprima Utama Mobilindo meliputi penjualan mobil baru, service kendaraan dan penjualan spare part. Keberhasilan Kegiatan penjualan sendiri bergantung strategi pemasaran yang ada. Tujuan utama penulis adalah mengetahui seberapa besar pengaruh bauran pemasaran terhhadap volume penjualan serta menerapkan strategi bauran pemasaran agar didapatkan perbaikan volume penjualan. Tugas akhir ini menerapkan metode Regresi Linear Berganda, Uji F dan uji t yang digunakan untuk menguji variable variable bauran pemasaran dan pengaruhnya terhadap volume penjualan. Maka berdasarkan pengujian yang dilakukan terhadap variabel variabel bauran pemasaran didapatkan didapatkan kesimpulan bahwa bauran pemasaran berpengaruh terhadap volume penjualan. Dalam kurun waktu 6 bulan (Juli 2019 – Desember 2019) penerapan strategi bauran pemasaran di hasilkan kenaikan penjualan sebesar 24% jika dibandingkan semester pertama 2019. Kata Kunci: Regresi Linear Berganda, Uji Simultan, Uji Parsial
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