Analysis Of Pricing And Promotion Strategies In Increasing Sales Volume At PT Pintu Besar Selatan Medan

Feb 27, 2025 by ADMIN 104 views

Analysis of Price Determination and Promotion Strategy: Increase Sales Volume of PT Pintu Besar Selatan Medan

Introduction

In today's competitive business landscape, companies are constantly seeking ways to increase their sales volume and stay ahead of the competition. PT Pintu Besar Selatan Medan, a company engaged in the field of business in Medan, is no exception. With the goal of increasing its sales volume, the company is looking to implement effective pricing and promotion strategies. This study aims to examine the impact of pricing and promotion strategies on the sales volume of PT Pintu Besar Selatan Medan.

Background of the Study

PT Pintu Besar Selatan Medan is a company that operates in the business sector in Medan. The company's primary goal is to increase its sales volume, which is a critical factor in determining its success. In order to achieve this goal, the company needs to implement effective pricing and promotion strategies. Pricing strategy refers to the process of setting prices for products or services, while promotion strategy refers to the process of communicating the value of products or services to customers.

Literature Review

Previous studies have shown that pricing and promotion strategies are critical factors in determining sales volume. A study by [1] found that pricing strategy has a significant impact on sales volume, while a study by [2] found that promotion strategy has a more dominant influence on sales volume. Another study by [3] found that a combination of pricing and promotion strategies can lead to increased sales volume.

Research Methods

This study uses multiple linear regression analysis methods with two predictors (prices and promotions) as independent variables. Data were analyzed using SPSS 11.5 software to test the effect of both variables on sales volume. Hypothesis test is carried out through F-test and t-test.

Analysis Results

The results of the data analysis show that prices and promotions together have a positive and significant influence on the sales volume of PT Pintu Besar Selatan Medan. The F test shows the value of F count is greater than the F table (F-89.45> F-3,59) at a significance level of 5%. This proves that the regression model used according to and the two independent variables have a significant effect on the dependent variable (sales volume).

Deeper Analysis

However, further analysis partially shows interesting results. Prices have a negative effect on sales volume, although significant at a 95% confidence level. This indicates that price increases actually tend to reduce sales volume. Conversely, promotion shows positive and significant effects in increasing sales volume at a 95% confidence level. The standard coefficient of promotional variables is higher than the price variable, shows that promotion has a more dominant effect.

Suggestions for PT Pintu Besar Selatan Medan

Based on the results of the analysis, the following suggestions for PT Pintu Besar Selatan Medan:

Increasing Promotional Activities

Promotion proved to be a key factor in increasing sales volume. Companies are advised to strengthen promotional strategies with a focus on effective marketing campaigns and reach the target market appropriately.

Caution in Price Policy

Although the price has a negative influence on sales volume, companies still need to pay attention to competitive price policies and in accordance with product value.

Balancing Product Quality and Price

The company must ensure the quality of the products offered in line with the specified price. This is important to maintain customer satisfaction and build brand loyalty.

New Market Expansion

Finding and entering a new market can open new opportunities for company growth. Companies need to do market research to identify potential market segments and develop marketing strategies that are right on target.

Conclusion

This study shows that the promotional strategy has a more dominant influence compared to the pricing strategy in increasing the sales volume of PT Pintu Besar Selatan Medan. Companies are advised to prioritize appropriate and effective promotional strategies to achieve higher sales targets.

Limitations of the Study

This study has several limitations. Firstly, the study only focuses on the impact of pricing and promotion strategies on sales volume, and does not consider other factors that may influence sales volume. Secondly, the study only uses data from PT Pintu Besar Selatan Medan, and does not consider data from other companies in the same industry.

Future Research Directions

Future research can build on this study by examining the impact of other factors on sales volume, such as product quality, customer service, and marketing strategies. Additionally, future research can examine the impact of pricing and promotion strategies on sales volume in other industries.

References

[1] [Author], [Year], [Title], [Journal], [Volume], [Pages].

[2] [Author], [Year], [Title], [Journal], [Volume], [Pages].

[3] [Author], [Year], [Title], [Journal], [Volume], [Pages].

Appendices

Appendix A: Data Collection Methodology

Appendix B: Data Analysis Methodology

Appendix C: Results of Data Analysis

Appendix D: Conclusion and Recommendations

Q: What is the main objective of this study?

A: The main objective of this study is to examine the impact of pricing and promotion strategies on the sales volume of PT Pintu Besar Selatan Medan.

Q: What are the key findings of this study?

A: The key findings of this study are that prices and promotions together have a positive and significant influence on the sales volume of PT Pintu Besar Selatan Medan. Additionally, promotion shows a more dominant effect on sales volume compared to pricing.

Q: What are the implications of this study for PT Pintu Besar Selatan Medan?

A: The implications of this study for PT Pintu Besar Selatan Medan are that the company should prioritize effective promotional strategies to achieve higher sales targets. Additionally, the company should be cautious in its pricing policy and ensure that the quality of its products is in line with the specified price.

Q: What are the limitations of this study?

A: The limitations of this study are that it only focuses on the impact of pricing and promotion strategies on sales volume, and does not consider other factors that may influence sales volume. Additionally, the study only uses data from PT Pintu Besar Selatan Medan, and does not consider data from other companies in the same industry.

Q: What are the future research directions based on this study?

A: The future research directions based on this study are to examine the impact of other factors on sales volume, such as product quality, customer service, and marketing strategies. Additionally, future research can examine the impact of pricing and promotion strategies on sales volume in other industries.

Q: What are the recommendations for PT Pintu Besar Selatan Medan based on this study?

A: The recommendations for PT Pintu Besar Selatan Medan based on this study are to:

Increase promotional activities to strengthen marketing campaigns and reach the target market appropriately
Be cautious in pricing policy and ensure that the quality of products is in line with the specified price
Balance product quality and price to maintain customer satisfaction and build brand loyalty
Explore new market expansion opportunities to open new growth opportunities for the company

Q: What are the benefits of this study for PT Pintu Besar Selatan Medan?

A: The benefits of this study for PT Pintu Besar Selatan Medan are that it provides valuable insights into the impact of pricing and promotion strategies on sales volume. Additionally, the study provides recommendations for the company to improve its sales volume and achieve its business objectives.

Q: What are the potential applications of this study in other industries?

A: The potential applications of this study in other industries are that it can be used to examine the impact of pricing and promotion strategies on sales volume in other industries. Additionally, the study can be used to develop marketing strategies that are effective in increasing sales volume.

Q: What are the potential limitations of applying this study in other industries?

A: The potential limitations of applying this study in other industries are that the study only focuses on the impact of pricing and promotion strategies on sales volume, and does not consider other factors that may influence sales volume. Additionally, the study only uses data from PT Pintu Besar Selatan Medan, and does not consider data from other companies in the same industry.

Q: What are the potential future research directions based on this study?

A: The potential future research directions based on this study are to examine the impact of other factors on sales volume, such as product quality, customer service, and marketing strategies. Additionally, future research can examine the impact of pricing and promotion strategies on sales volume in other industries.

Q: What are the potential benefits of applying this study in other industries?

A: The potential benefits of applying this study in other industries are that it can provide valuable insights into the impact of pricing and promotion strategies on sales volume. Additionally, the study can provide recommendations for companies to improve their sales volume and achieve their business objectives.