ANALISIS STRATEGI BAURAN PEMASARAN TERHADAP VOLUME PENJUALAN BATIK INDRAGIRI DI KABUPATEN INDRAGIRI HULU

Abstract

This study aims to analyze the influence of product, price, promotion
and place influence on sales Indragiri Batik In Indragiri Hulu. The study
population is consumers who buy batik as much as 529 consumers. The sample
size that will be used is 121 people. Data used in this research are primary data
and secondary data. Methods of data collection using questionnaires. The data
analysis used is descriptive and quantitative. Data analysis used in this research
is multiple linear regression analysis. The results of this study affect product
Indragiri Batik Sales Volume in Indragiri Hulu district. For that quality products
such as batik materials, motifs and colors would be very important for the buyers.
The better the product then the sales volume will increase. Price effect on
Indragiri Batik Sales Volume in Indragiri Hulu district. For that price set should
be a concern, by providing affordable prices and discounts on each purchase with
a certain amount, of course when compared with competitor products will
increase sales volume. The more affordable the set price then the sales volume
will increase. Promotion affects Indragiri Batik Sales Volume in Indragiri Hulu
district. For that promotion made batik craftsmen especially personal sales and
get a bonus on every purchase is very important. Place influences to Indragiri
Batik Sales Volume in Indragiri Hulu district. This indicates that the place can
determine the sales volume. For that batik selling place is very important for the
buyer or consumer batik easy to reach and easy access menunju menokasi is very
important.