The effect of marketing strategy towards sales performance at PT. Cipta Benteng Perkasa

Junior, Setiawan (2021) The effect of marketing strategy towards sales performance at PT. Cipta Benteng Perkasa. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This objective of this research study is to discover the condition of marketing strategies, condition of sales performance, and how marketing strategies affect sales performance at PT. Cipta Benteng Perkasa. This research uses associative quantitative research method and simple linear regression as data analysis tools. PT. Cipta Benteng Perkasa is chosen as the object research, with 90 respondents representing the company from 116 total populations. The sample is determined using Slovin with the margin error of 5% and simple random sampling. The research results show the marketing strategies and sales performance is in good condition with the grand mean of 4.13 and 3.83 respectively. Significant positive effect was found between marketing strategies and sales performance through the data result using the significance level of 0.05 with the t table value of 1.98729. t count has the result 11.217 which is higher than t table and the significant value is 0.000 which is lower than 0.05. Marketing strategies affect sales performance by 58.8%, while 41.2% is affected by other factors other than marketing strategies./Penelitian ini bertujuan untuk mengetahui kondisi strategi pemasaran, kondisi kinerja penjualan, dan bagaimana strategi pemasaran mempengaruhi kinerja penjualan pada PT. Cipta Benteng Perkasa. Penelitian ini menggunakan metode penelitian kuantitatif asosiatif dan regresi linier sederhana sebagai alat analisis data. PT. Cipta Benteng Perkasa dipilih sebagai objek penelitian, dengan 90 responden mewakili perusahaan dari 116 total populasi. Penentuan sampel menggunakan slovin dengan margin error 5% dan simple random sampling. Hasil penelitian menunjukkan strategi pemasaran dan kinerja penjualan berada dalam kondisi baik dengan nilai mean masing-masing sebesar 4.13 dan 3.83. Terdapat pengaruh positif yang signifikan antara strategi pemasaran dan kinerja penjualan melalui hasil data dengan menggunakan tingkat signifikansi 0,05 dengan nilai t tabel 1,98729. Hasil t hitung 11,217 lebih besar dari t tabel dan nilai signifikansi 0,000 lebih kecil dari 0,05. Strategi pemasaran mempengaruhi kinerja penjualan sebesar 58,8%, sedangkan 41,2% dipengaruhi oleh faktor lain selain strategi pemasaran.

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