The effect of marketing strategy on sales volume at CV. Calvan Jaya, Cianjur, West Java

Jacinda, Vivia (2021) The effect of marketing strategy on sales volume at CV. Calvan Jaya, Cianjur, West Java. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The purpose of doing this research is to discover the condition of marketing strategy, the condition of sales volume, and to examine the influence of marketing strategy towards sales volume at CV. Calvan Jaya. The research method applied in this research is quantitative research. The population in this study is 350 customers of CV. Calvan Jaya. This research implements random sampling method to collect data from customers. With Slovin’s formula, a total of 78 customers were determined as the sample of this study. Another 30 respondents were chosen outside from the sample to test the validity and reliability of questionnaire. Simple linear regression analysis and coefficient of determination analysis were used to analyze the collected data. Based on the research result, the grand means for both marketing strategy and sales volume are in good category, with the grand mean for marketing strategy is 3.723 and for sales volume is 3.642. Accordingly, this shows that CV. Calvan Jaya has already implemented a proper marketing strategy. This study also discovered that marketing strategy has an effect on the sales volume in CV. Calvan Jaya, with a

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