Pengaruh Kualitas Produk, Promosi dan Harga terhadap Peningkatan Penjualan Kopi Lokalate di Kota Bogor
DOI:
https://doi.org/10.55606/jubima.v4i2.4533Keywords:
Coffee, Price, Product Quality, Promotion, Sales GrowthAbstract
This study aims to analyze the effects of product quality, promotion, and price on the increase in sales of Lokalate Coffee in Bogor City, both partially and simultaneously, and to identify the most dominant factor. The study employed an explanatory quantitative approach with a causal design. The population consisted of Lokalate Coffee consumers in Bogor City whose exact number was unknown. A minimum sample of 97 respondents was determined using the Lemeshow formula, and the study used 100 respondents selected through convenience sampling. Data were collected through questionnaires, field observation, and literature study, and analyzed using validity and reliability tests, classical assumption tests, correlation analysis, multiple linear regression, t-test, F-test, and the coefficient of determination with SPSS. The findings show that product quality has a positive but statistically insignificant partial effect on sales growth (t = 1.841; p = 0.069). Promotion has a positive and significant effect (t = 4.128; p < 0.001), while price also has a positive and significant effect and is the most dominant variable (t = 4.482; p < 0.001; regression coefficient = 8.281). Simultaneously, all three variables significantly affect sales growth (F = 108.773; p < 0.001). The adjusted R² of 0.766 indicates that the model explains 76.6% of sales-growth variation. The findings imply that Lokalate should strengthen targeted promotion and maintain competitive, value-based pricing while continuing to improve product quality.
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