Kukihi, Selin Dion (2023) Pengaruh Marketing Mix terhadap Peningkatan Penjualan Produk Ikan Kaleng Isabella pada PT. Sinar Pure Foods Internasional Bitung. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

In line with the development of science and technology, sales have increased and changes over time have had logical consequences for the business world by shifting the values and demands of human needs and desires. Where the products or services produced by the company can be well received by consumers. Client satisfaction is important in successfully marketing products or services. Consumer satisfaction is determined by many factors such as marketing strategy which is of concern to researchers with the assumption that a good marketing strategy will make consumers satisfied. This research aims to find out the extent to which the marketing mix increases sales of Isabella canned fish products at PT. Sinar Pure Foods Internasional Bitung obtained 60 respondents from a population of 220 customers. The sampling technique uses simple random sampling. Data collection methods use questionnaires and interviews. The analysis technique uses multiple linear regression. From the output results of SPPS version 21, it can be seen partially that the product indicator has a significant value of 0.004 < 0.05, the price variable has a significant value of 0.001 < 0.05, the promotion variable has a significant value of 0.001 < 05, the place variable has a significant value of 0.000 < 0.05', so in general There is a partial positive and significant influence on increasing sales. The output results of data calculations using SPPS version 21 can be seen that the calculated F is 314, and the significant value is 0.00<0.05. So Ho is rejected and Ha is accepted. The most dominant variable in increasing sales of Isabella Canned Fish products at PT. Sinar Purefoods Internasional is a product variable with a value of 0.147.

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