TA DIGITAL
Analisis pengaruh harga produk kursi indoor terhadap volume penjualan pada CV KedungJati Jaya Semarang tahun 2004-2008
The competition among the companies leads a company apply the appropriate strategy in promotion. Pricing is one of the compounds of marketing mix which gives income, benefit for the company, and it is flexible or could be changed rapidly. In marketing process, the company must obey the appropriate and reachable pricing which will affect toward the volume of sales.
CV Kedungjati Jaya Semarang is a company which produces indoor furniture and handicraft. The purpose of this final report was to identify the growth of price and the volume of sales of indoor chairs product during 2004 – 2008, the factors concerned by the company in appointed price, and the influence of indoor chair’s prices toward the volume of sales.
The data used in the final report were primary and secondary data. They were collected by observation, interviews, and literature studies. This report was written by descriptive analysis. The data were analyzed by simple linear regression analysis, coefficient correlation, coefficient determination, and T-test analysis. The analysis was processed constructively by SPSS 11.5 for Windows Program.
From the result of analysis, the biggest influence was in the indoor chair type SB_13_003 (SOFA KARTINI 2 SEATER LEATHER) with coeficient value of determination 0.836 and it meant that 83.6% of price variable would be able to explain the trend of sales volume, while the rest of 16.4% was influenced by other factors such as sales promotion cost, advertising cost. The result of correlation analysis or R was 0.915, it indicated that the price and the volume of sales had very strong correlation. Based on the result of this research, the recommendation that could be suggested are improve the pricing and increasing the quality of product.
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