Analisis Penetapan Harga Dan Pengaruhnya Terhadap Volume Penjualan Pada Bir Pletok (Studi Kasus pada UKM Bir Pletok Bang Isra, Jakarta)

Sri Hartini, Sumihar L Tobing, Imas Wildan Rafiqah

Abstract


ABSTRACT
This study aims to determine the effect of the variable price of 250 ml bottle bir
pletok, the 600 ml bottle bir pletok price variable, and the bir pletok production
cost to the bir pletok sales volume. This research was conducted at UKM Bir
Pletok Bang Isra, Jakarta. The data obtained is secondary data in the form of
price data, production costs and sales volume. The data analysis method used in
this study is multiple linear regression analysis. The results showed that the
variable price of 250 ml bottle bir pletok and the 600 ml bottle bir pletok price
was not significant to the variable bir pletok sales volume with a significance
value of 0.860 and 0.865. The results of this study also show that the variable production costs have a significant effect on the variable volume of bir pletok
sales with a significance value of 0.000. The variable price of bir pletok, both 250
ml and 600 ml bottles, and the variable production costs simultaneously have a
significant effect on the variable sales volume of Bang Isra’ Bir pletok. In the
coefficient of determination, there is an effect of 95.5% of the price and
production costs on sales volume.


Keywords: Sales Volume, Bir Pletok, Price, and Production Cost




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