ANALISIS PENGARUH UNSUR MARKETING MIX TERHADAP PENINGKATAN PENJUALAN PRODUK COKLAT DENGAN METODE ANALISIS REGRESI DI UMKM GERAI ALAM COKLAT NISAM

Abstract

UMKM Gerai Alam Coklat Nisam is a business that processes and sells local chocolate products, which has experienced a decline in sales in recent years. This decline is believed to be influenced by several factors within the marketing mix, such as a less-than-strategic business location, suboptimal promotion, limited human resource competence, and underdeveloped distribution channels. This study aims to determine the impact of marketing mix elements on sales growth and to formulate marketing strategy proposals applicable to Gerai Alam Coklat Nisam. The study utilizes the 7P marketing mix framework, comprising product, price, place, promotion, people, process, and physical evidence. A quantitative research method was employed, utilizing multiple linear regression analysis based on questionnaire data from 96 respondents. The results indicate that the marketing mix elements simultaneously have a significant effect on sales growth, with an F-calculated value of 30.630 exceeding the F-table value of 2.115. Individually, the variables of product, place, and physical evidence significantly influence sales growth, whereas price, promotion, people, and process do not. The coefficient of determination (R²) of 0.709 indicates that the marketing mix explains 70.9% of the variation in sales growth, while the remaining 29.1% is influenced by factors outside the scope of this study. Proposed improvements were formulated using the 5W+1H method, encompassing adjustments to pricing strategies, expansion of distribution channels, enhancement of digital promotions, improvement of employee competence, and the development of physical facilities and product packaging to boost sales for Gerai Alam Coklat Nisam.