The Influence of Price and Promotion on Sales Volume in a Printing Services Business

Gofur; Rizky  Muyasar; Nurhasan; Herdian  Farisi

doi:10.54783/endlessjournal.v9i2.403

Authors

Gofur Universitas Medika Suherman, Bekasi, Indonesia
Rizky Muyasar Universitas Medika Suherman, Bekasi, Indonesia
Nurhasan Universitas Medika Suherman, Bekasi, Indonesia
Herdian Farisi Universitas Medika Suherman

DOI:

https://doi.org/10.54783/endlessjournal.v9i2.403

Keywords:

Marketing mix, Pricing, Printing retail management, Promotion, Sales volume

Abstract

Competition among retail printing businesses in urban areas demands that marketing variables be managed in a measured way in order to sustain sales volume. This study aims to analyze the influence of pricing and promotion execution on sales volume, both partially and simultaneously. An associative quantitative approach was applied through a survey method, using incidental sampling of repeat customers, and the data were analyzed using multiple linear regression. Statistical testing shows that price and promotion each have a positive and significant partial effect, and that together they contribute significantly to increased sales volume. Of the two, promotion shows a more dominant driving force than price. A critical evaluation detected indications of a very high correlation between the independent variables, so the explanatory power of the model must be interpreted with caution, as a representation of the integrated perception of value in consumers’ minds. The practical implications direct printing business owners to combine perceived-benefit-based pricing with effective direct promotion in order to boost orders.

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