Analisis Pengaruh Bauran Pemasaran Terhadap Volume Penjualan Pada Cafe Nocturnal

Abstract

Marketing is an activity of analysis, planning, offering products or services, and controlling programs that are formulated with the heart to produce voluntary exchange of values ​​with the target market intended to achieve organizational goals. The results of the study that New Land Nocturnal Café 1 can increase sales volume by optimizing the marketing mix, namely product quality (product), Price (Price), Promotion (Promotion), Place so that the Café marketing performance increases, Data obtained by distributing questionnaires to consumers of Nocturnal Café New Land 1, South Jakarta. In this study Structural Equation Modeling with the help of AMOS program, is used to determine the relationship of the variables examined. Sampling in this study using random sampling. The number of samples used in this study were 100 people. Validity and reliability tests were conducted to test the data quality hypothesis. The results of the analysis show that (1) the product has a positive and significant effect on sales volume, (2) Price has a positive and significant effect on sales volume, (3) promotion has a positive and significant effect on sales volume, (4) location has a positive and significant effect on volume sales.