PENGARUH HARGA DAN DISTRIBUSI PRODUK TERHADAP VOLUME PENJUALAN DI PT AGRONESIA SARIPETOJO DIVISI INDUSTRI ES SUKABUMI TAHUN 2024

This study aims to determine the effect of product price and distribution on sales volume at PT Agronesia Saripetojo, Sukabumi Ice Industry Division, in 2024. The research method used was quantitative with an associative approach. The sample in this study consisted of 41 respondents, selected using a purposive sampling technique based on certain criteria. Data were collected through a questionnaire and analyzed using SPSS version 29. Data analysis techniques included validity tests, reliability tests, classical assumption tests (normality, multicollinearity, heteroscedasticity), and multiple linear regression analysis supplemented by T-tests, F-tests, and the coefficient of determination (R²). The results showed that partially, the price variable had a positive but insignificant effect on sales volume, while the product distribution variable had a positive and significant effect. Simultaneously, both variables significantly influenced sales volume. These findings indicate that product distribution plays a more dominant role in driving ice block sales at the company. This research contributes to developing more effective marketing strategies, particularly in the distribution aspect, to increase the company's competitiveness.
Keywords: Price, Distribution, Sales Volume, Marketing Strategy, PT Agronesia Saripetojo