Published: 2023-10-10
Pengaruh Product, Price, Place, Promotion (4P) Terhadap Peningkatan Penjualan Minuman Kedai Kopi Mikano
DOI: 10.35870/emt.v7i4.1606
Zidan Yuslian Oktori, Selfia Alke Mega
Abstract
This study aims to evaluate the influence of product, price, place and promotion (4Ps) as elements of the marketing mix and the factors that have the most influence on increasing sales at Mikano Coffee Shop. Primary data was collected through interviews and questionnaires. The population of this study includes all consumers of Mikano coffee shop. For sampling, a non-probability method was used by distributing questionnaires to 50 respondents. Data analysis was performed using SPSS 26 software, with descriptive analysis and multiple linear regression. The research results show that Product, Price, Place, and Promotion (4P) have a positive impact on increasing sales, both partially and simultaneously. The promotion variable has the largest positive and significant impact on increasing sales at the Mikano Coffee Shop.
Keywords
Product ; Price ; Place ; Promotion ; Marketing Mix
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Article Information
This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 7 No. 4 (2023)
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Section: Articles
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Published: October 10, 2023
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License: CC BY 4.0
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Copyright: © 2023 Authors
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DOI: 10.35870/emt.v7i4.1606
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Zidan Yuslian Oktori
Fakultas Ekonomi dan Bisnis, Universitas Bandar Lampung, Kota Bandar Lampung, Provinsi Lampung, Indonesia
Selfia Alke Mega
Fakultas Ekonomi dan Bisnis, Universitas Bandar Lampung, Kota Bandar Lampung, Provinsi Lampung, Indonesia
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