Analysis of the influence of marketing mix on the sales online of processed products salak (Sallaca zalazza (Gaert.) Voss.)

Abstract

The increasing of internet usage now is a new business opportunity by providing online stores, including SMEs UD. Cristal Yogyakarta. UD. Cristal has some obstacles, there are the salak processed products that are not widely known, the level of online sales has not been maximized and it is still fluctuating. This study aims to identify the marketing mix that influence the level of sales online of the salak processed products and prioritize the improvement of the best marketing mix strategy for UD. Cristal is based on a marketing mix that influences and readiness from UD. Cristal. Data analysis used in this research is the classical assumption test, multiple linear regression, simultaneous test (F-test) and partial test (t-test). Based on this research, it was found that the marketing mix simultaneously had a positive significant effect on the level of sales online of the salak processed products with a value (adjusted R2) is 59,4%. And then partially, four out seven marketing mix variables have a positive significant effect on the level sales online are the product, promotion, process/services, and physical evidence. Priority improvement of online marketing mix UD. Cristal consists of repairing service facilities, improving physical evidence on online stores, developing promotional methods through the internet, adding promotions in the form of discounts, and product development.