Pengaruh Bauran Pemasaran dan Kualitas Pelayanan terhadap Volume Penjualan Paket Watersport PT. Bali Siwa Sampurna

Abstract

The purpose of this study was to determine how the influence of marketing mix and service quality on sales volume either partially or simultaneously. This research was conducted at PT. Bali Shiva Perfect. The number of samples taken were 92 respondents. Data collection techniques are observation, interviews, documentation, literature and questionnaires. While the data analysis techniques are validity, reliability, classical assumption test, multiple linear regression analysis, multiple correlation, t test (t test), determination, and f test (f test). The test results get the regression equation, namely Y = 3.024 + 0.215 X1 + 0.165 X2 and a determination value of 56%. The t-test shows that there is a positive and significant effect between the marketing mix on sales volume, seen from the results of the t-test, it is obtained that the t1-count is 4.974 which is greater than the t-table of 1.671 and the sig value of 0.000. There is a positive and significant effect between service quality and sales volume as seen from the t-test results obtained t2-count is 2.464 which is greater than t-table of 1.671 and sig value of 0.018. There is a positive and significant effect between marketing mix and service quality on sales volume as seen from the F-count which is 24,921 which is greater than the F-table of 3.15.