Pengaruh Promosi Produk Towel Cake Mangga Terhadap Peningkatan Penjualan Di Toko Syarah Bakery Lingkar Barat Kota Bengkulu

Abstrak

In an era of globalization characterized by increasingly fierce business competition, companies in the food sector, particularly bakeries, are required to develop effective marketing strategies to boost sales. This study aims to analyze the impact of promotional activities for Towel Cake Mangga on sales increases at Syarah Bakery in Lingkar Barat, Bengkulu City. The research employs a descriptive method with a quantitative approach, involving 100 respondents who are consumers that have purchased the product. The results indicate that product promotion has a positive and significant effect on sales increases. Multiple linear regression analysis reveals that each one-point increase in the product promotion variable will lead to a sales increase of 0.451. The F-test shows that, simultaneously, product promotion significantly affects sales increases, with an F-value of 82.634 and a significance level of 0.000. The t-test also indicates that the product promotion variable significantly affects sales increases on a partial basis, with a t-value of 9.090. The coefficient of determination (R²) indicates that 45.7% of the variation in sales increases can be explained by the product promotion variable, while the remaining 54.3% is influenced by other factors. Therefore, this study concludes that the promotion of Towel Cake Mangga at Syarah Bakery significantly contributes to sales increases, highlighting the importance of promotional strategies in attracting consumer interest and enhancing product sales amidst intense competition.