Analysis of Factors Affecting Sales Increases for Deka Wafer Products of PT Dua Kelinci

Abstract

One of the critical factors in achieving marketing targets is the role of product distribution in sales volume. This study aims to examine the impact of production quality, selling price, and distribution quality on sales volume. The sampling technique used in this research is accidental sampling, with a sample size of 96 respondents. The data analysis method used is quantitative, including classical assumption tests (normality test, multicollinearity test, and heteroscedasticity test), multiple linear regression analysis, hypothesis testing (t-test and F-test), and correlation coefficients. The calculation results show that the t-value for product quality is 4.668 > t-table 1.986, with a significance level of 0.000, which is less than the threshold of 0.05. This indicates that the product quality variable significantly affects sales volume. Similarly, the selling price variable has a significance level of 0.000, indicating a significant impact on sales volume. For the distribution variable, the t-value is 4.328 > t-table 1.986, with a significance level of 0.000, confirming a significant effect on sales volume. To sustain sales volume, PT Dua Kelinci must continue to pay attention to product quality, set consumer-accessible prices, and maintain effective product distribution for Deka wafer products. Future researchers can expand this study by adding other independent variables more relevant to sales volume. Furthermore, alternative research objects could be considered for further studies.