Strategi Bauran Pemasaran (4P) terhadap Peningkatan Penjualan Burger Sikeling

PASARIBU, NUR FADILLAH (2026) Strategi Bauran Pemasaran (4P) terhadap Peningkatan Penjualan Burger Sikeling. Skripsi thesis, Universitas Quality.

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Abstract

Burger sikeling has relatively high sales performance for the MSME category. However, these high sales figures are not matched by the readiness of physical facilities, such as long queues and a lack of parking spaces, as well as premises that have not kept up with the times. This situation has the potential to hinder customer comfort and the sustainability of sales growth. The purpose of this study is to analyze the effect of the 4P marketing mix strategy (product, price, place, promotion) on increasing sikeling burger sales. This study uses a quantitative method. The type of research used is associative quantitative, while the data collection techniques used are questionnaires and documentation. The data analysis techniques used are research instrument testing, classical assumption testing, hypothesis testing, and multiple linear regression testing, with data processing using the SPSS program. The results of this study indicate that the product has an effect on increasing sales with a t-value of 3.837 > t-table 1.989. Price does not affect sales growth with a t-value of 1.776 > t-table 1.989. Location affects sales growth with a t-value of 2.539 > t-table 1.989. Promotion affects sales growth with a t-value of 5.131 > t-table 1.989. The R Square value is 0.731, which is equal to 73.1%. This means that 73.1% of the variables of product, price, place, and promotion are influenced by the independent variables in the study. The remaining 26.9% is influenced by other factors not studied.

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