PENGARUH HARGA JUAL TERHADAP VOLUME PENJUALAN PUPUK DI PT PETROKIMIA GRESIK MENGGUNAKAN UJI REGRESI LINEAR SEDERHANA

Farrel Azriel Septrianto

doi:10.26740/jptn.v12n1.p78-85

Farrel Azriel Septrianto Universitas Pembangunan Nasional "Veteran" Jawa Timur

DOI: https://doi.org/10.26740/jptn.v12n1.p78-85

Abstract

It is thought that the fertilizer industry in Indonesia is currently experiencing quite astonishing developments. Marketing has an important role in the business world. In running this business, companies must be more selective in achieving their goals, so that the business they plan can compete optimally and provide profits for the company. The aim of this research is to determine the influence of price and quantum (sales volume) at PT Petrokimia Gresik. In this research, the author will analyze and compare the influence of fertilizer product prices and quantum (sales volume) on fertilizer sales at PT Petrokimia Gresik using quantitative methods and using normality tests and regression and correlation analysis theory via SPSS software. SPSS software is very helpful in calculating regression and correlation analysis accurately and quickly. These calculations are presented in several outputs in the form of analysis regarding significant differences in the influence of quantum (sales volume) and prices of fertilizer products at PT Petrokimia Gresik. In the correlation calculation model, the correlation value obtained in quantum (sales volume) is -0.386, where the direction is inversely proportional, where in the influence of quantum (sales volume) and product price, the variable influence is found to be 12.2% and 14.9%, respectively. In the simple linear regression calculation model, the variable influence of sales volume and product price on fertilizer sales is obtained, namely Y = 6517.114 – 0.001X. The results of this research provide very important insights for the management of PT Petrokimia Gresik in designing pricing strategies that can increase fertilizer sales volume. Apart from that, this research also provides benefits to economic and management literature to look at important aspects that influence the market share of fertilizer product.

Keywords: Selling Price; Purchase Decision; Fertilizer; Simple Linear Regression Test; Sales Volume.

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