Pengaruh diferensiasi produk dan saluran distribusi terhadap volume penjualan Holcim Mortar di Kota Mojokerto

  • Elly Joenarni
Keywords: product differentiation, distribution channels, Holcim Mortar sales volume

Abstract

The marketing paradigm has changed, from the sales paradigm to customer creation. The marketing strategy is one of the beginnings in order to introduce products to consumers and in this case it is very important because it will be related to the benefits that will be obtained by the company. Certainly a company wants to always increase its sales volume to get a bigger profit, and we see how the role of product differentiation plays in an effort to achieve company goals, namely to increase Holcim Mortar's sales volume. The purpose of this study are: 1) To find out whether product differentiation and distribution channels simultaneously influence Holcim Mortar sales volume 2) To find out whether product differentiation and distribution channels partially affect Holcim Mortar sales volume 3) To find out which of the two is dominant influence between product differentiation and distribution channels on Holcim Mortar sales volume. This research is included in quantitative correlational research by following the explorative, descriptive and explanatory research designs. Primary data in this study were collected by the authors themselves through the distribution of research questionnaires. Data collection using questionnaires, observation and documentation. The population of this study is 474 agents and sales agents of Holcim Mortar in Kota and Mojokerto Regency. sampling using Slovin formula significance level of 0.01 so that the sample is determined to be 98. data analysis techniques using multiple linear regression with SPSS program. V. 24.0. From the results of the study it can be concluded as follows: 1) product differentiation and distribution channels simultaneously have a significant effect on Holcim Mortar sales volume in Mojokerto City. 2) product differentiation and distribution channels partially affect Holcim Mortar sales volume in Mojokerto City. 3) distribution channel has the most dominant (closely) influence over product differentiation on Holcim Mortar sales volume in Mojokerto City.

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Published
2020-01-10
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