Analisis Pengaruh Kebijakan Harga dan Saluran Distribusi terhadap Volume Penjualan pada Industri Roti di Kecamatan Medan Marelan

Abstract

Cake's Industry in Medan Marelan is one of sub sector small business which the market segment is people's group with middle income. Base to phenomena such as various cake's price rate to retailer and the total of the retailer in each industry, is the indication that cause demand to the cake's product by formulatting the problem, how the influence of price and channel of distribution policy to sales volume in cake's industrial at Medan Marelan.

This research purpose is willing to know on influence the price and channel of distribution to sales volume that could be seen from Sales Price Rate, price discount and also the influence of distribution channel that could be seen from selling area, and the total of the retailer.

The method applied in this research is descriptive quantitative approach, the types of this research was done by survey method but the characteristic of this research is descriptive explanatory.

Data collecting primer technique and questionnaire as amount of 70 persons of responder, where independent variable that research measured by likert scale, dependent variable measured by ratio scale.

Hypothesis testing by using double linear analysis, helped by test equipment

SPSS vertion 11 F test and test meant to know the influence on independent variable

to dependent variable, such as simultaneous or such as partial test on trust level 95%

and alfa=0.05.

Result of simultaneous test research existed the influence, which is

significantly on price and distribution policy to sales volume as amount of 80.2% Instead such as partial as amount as of 4.904. It means that the increase of distribution policy as amount 1 unit will increase as amount of 4.904 unit. Base to result research to suggest above that that cakes industrial determine and account the price and distribution correctly in order to increase sales.