Dampak Brand Awareness, Loyalitas Pelanggan, dan Saluran Distribusi Terhadap Volume Penjualan Pupuk Pada CV. Artho Moro

Abstract

This study aims to examine the influence of brand awareness, customer loyalty, and distribution channels on the sales volume of fertilizers at CV. Artho Moro. These three variables were analyzed both individually and collectively to evaluate their contribution to improving sales performance. The study employs a quantitative approach using survey methods, with data collected through questionnaires distributed to the company’s consumers. Data analysis was conducted using multiple linear regression techniques to identify relationships among the variables. The findings reveal that brand awareness, customer loyalty, and distribution channels collectively have a significant impact on sales volume. Individually, customer loyalty has the greatest effect on increasing sales volume, followed by distribution channels and brand awareness. The study recommends that the company develop an integrated marketing strategy to strengthen brand awareness, enhance customer loyalty, and manage distribution channels optimally to maintain competitiveness in the market.