FAKTOR YANG MEMPENGARUHI VOLUME PENJUALAN (STUDI ANALITIK MARKETING MIX DEALER CV. FORTUNA JAYA MOTOR)
Abstract
Abstract: The purpose of this research is to determine the factors that affected the sales volume in Dealer CV. Fortuna Jaya Motor Bodok Sanggau. The variable of this research is a single variable with aspects of product quality, price, promotion and place / distribution. The research method is a descriptive study that uses SWOT analysis (Strong, Weakness, Opportunities, and Threats) to specify the strengths, weaknesses, opportunities, and threats of the quality of the product, price, promotion, and the system place / distribution. To collect data of the research, writer uses direct communication technique and documenter study by using interview guidelines and documents. Based on the results of the research, writer indicates the qualities of the second product of Yamaha motorcycle are fuel-efficient, more stylish design, environmentally friendly. The prices of second motorcycle are able to compete and able to reached by all levels of society. The promotion form in this research uses personal selling strategies and promotional programs engine of 1 month warranty for every purchase of a motorcycle. This showroom is took a place at a strategic place and has a good main road.
Keywords : The factors that affected of sales volume
Abstrak: Tujuan penelitian ini yaitu untuk mengetahui faktor-faktor yang mempengaruhi volume penjualan pada Dealer CV. Fortuna Jaya Motor Bodok Kabupaten Sanggau. Variabel dalam penelitian ini adalah variabel tunggal dengan aspek kualitas produk, harga, promosi dan tempat/distribusi. Metode penelitian ini bersifat deskriptif dengan bentuk analisis yaitu analisis SWOT (Strong, Weakness, Opportunities, dan Threats ) untuk mengetahui kekuatan, kelemahan, peluang, dan ancaman dari kualitas produk, harga, promosi, dan sistem tempat/distribusi.Teknik pengumpulan data yang digunakan yaitu teknik komunikasi langsung dan studi dokumenter dengan alat pedoman wawancara, dan dokumen. Berdasarkan hasil penelitian menunjukan kualitas produk sepeda motor second yamaha hemat bahan bakar, desain bentuk lebih stylish serta ramah lingkungan. Harga motor second mampu bersaing, masih mampu dijangkau semua lapisan masyarakat. Bentuk promosi yang dilakukan yaitu strategi personal selling dan program promosi garansi mesin 1 bulan untuk setiap pembelian sepeda motor. Adapun sistem tempat yaitu showroom yang strategis dan akses jalan raya yang sudah banyak diperbaiki.
Kata Kunci : Faktor-faktor yang mempengaruhi volume penjualan.
DOI: http://dx.doi.org/10.26418/jppk.v3i9.6973
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