PENGARUH HARGA DAN SEGMENTASI PASAR TERHADAP PENINGKATAN VOLUME PENJUALAN PADA PT. KOGELAHAR INDONUSA MEDAN

Abstract

The purpose of this study was to analyze the effect of price and market segmentation on increasing sales volume at PT. Kogelahar Indonusa Medan partially or simultaneously. This type of research is a type of quantitative descriptive research. The data sources of this research are primary data and secondary data. The population used in this study are corporate customers including motorbike and car spare parts shops, electronics stores, workshops, car and motorcycle showrooms, and 71 industrial companies from 2015 to 2019. The sample technique used in the study was saturated sampling and amounted to 71 customers. The data collection method used is the literature method and the field method consisting of an interview and a questionnaire. The data analysis method used is descriptive data analysis method and statistical data analysis method. Based on the research results, it can be concluded that partially the price has an effect on the increase in sales volume at PT. Kogelahar Indonusa Medan and market segmentation influenced the increase in sales volume at PT. Kogelahar Indonusa Medan. Simultaneously, price and market segmentation affect the increase in sales volume at PT. Kogelahar Indonusa Medan. The ability of the price variable and market segmentation variable affects the sales volume increase variable (Y) by 73.3%, while the remaining 26.7% is the influence of other variables not examined in this study, such as service quality, product quality, personal selling, and others.