Analisis Pengaruh Kebijakan Produk dan Kebijakan Saluran Distribusi Kopi terhadap Volume Penjualan pada UD. Mawar Putih di Sumatera Utara

Abstract

Ma11y companies in coffee industry, one of them is Mawar Potih brand which is produced by UD. Mawar Putih. The company was established in 1999, since this company doing its activities until 2001 the total sales increasing to be 5 tons and in the 2006 increasing 7 tons. Its mean that sales volume is not accordance with the objectives company by target 15 -- 20 tons each year. Based on product policy (merk, packaging, label, quality) is very simple. The channel of distribution just employed retailer and simple transportation. The marketing area of this product is limited (Kota Medan, Kabupaten Deli Serdang, Kabupaten Langkat dan Kabupaten Karo). The research problem is that how the influence product policy and channel of distribution on sales volume in UD. Mawar Putih in North Sumatra. The main objective of this research is that to know and to analyze the influence of product policy (merk, packaging, label, quality) on sales volume of coffee in UD. Mawar Putih. Secondly, to know and to analyze the influence of channel distribution (marketing channel, coverage, inventory, transportation) on sales volume of coffee in UD. Mawar Putih. The theory used in this research is that marketing management which is related to marketing mix (product policy and channel of distribution policy). Data collecting technique by using questionnaires and interview. Sample taken in this research is 48 respondents. The character of this research is explanatory suppmied by survey method. The method used is multiple linear regression. Therefore, is research approach is descriptive quantitative is which the variables are measured by likert scale. The result shows that there is influencing product policy on sales volume simultaneously and significant. Meanwhile inventory influences positively on sales volume, positively and significant. Meanwhile inventory influences positively on sales volume but not significant. Transportation negatively influence on sales volume but not significant.