Pengaruh Bauran Pemasaran Terhadap Volume Penjualan Produk Ayam Pedaging Di Kota Makassar
Abstrak: This study aimed to
analyze the influence of the marketing mix includes product, price and
distribution to sales volume broiler products in some traditional markets in
the city of Makassar (central market, terong market, pa'baeng-Baeng market,
panampu market and daya market). The research design using cross sectional
study with a sample of 100 people. Sampling is done exchautic sampling. The
data was collected through observations, interviews and questionnaires. Data
were analyzed using chi-square test followed by linear regression to determine
the independent variables are the most influential. The results showed that
there are three variables that influence of marketing mix of product (p =
0.032), price (p = 0.001), distribution (p = 0.020). Variables that most
strongly influence the effectiveness of the sales are priced with sig (p) =
0.010 and (Beta = 0.282). Traders expected the broiler products further enhance
the marketing mix of the aspects (product, price and distribution) that can be
improved chicken sales. Traders need to do a more careful consideration such as
the determination of the selling price, the price imposed competitors, and
costs incurred with respect to the business of increasing sales.
Penulis: Andi Faisal Suddin
Kode Jurnal: jppeternakandd130371
