Faktor-Faktor Bauran Pemasaran Yang Mempengaruhi Volume Penjualan Kopi (Coffea sp)

Abstract

This study aims to determine the demonstration and influence of product, price, and place factors on coffee sales
volume in Koffie Tandjoeng. This research uses descriptive and verification methods with a quantitative
approach. The sample used was 40 respondents. The sampling technique is purposive sampling with a data
analysis method using multiple linear regression in SPSS version 25. The results of the study coefficient of
determination (R2) amounted to around 0.823, meaning that the variables product, price, and place explained
82.3% of the variable coffee sales volume. Test results F, nilai F count 61.645 > Ftable 2.87. Test results t
variable product t count -4.306 < t table -2.028, variable price, t count 13.322 > table 2.028 and variable
place, t count -2.530 < table -
2.028. Koffie Tandjoeng is a coffee roastery since 2012, which emphasizes the image of local Sumedang coffee.
The coffee processing methods used at Koffie Tandjoeng are a natural process, washed process, and a honey
process. The results of multiple linear regression analysis, the result of test F can be stated that product, price,
and place factors simultaneously have a significant effect on coffee sales volume in Koffie Tandjoeng. The
results of the t-test can be stated that partially the product and place factors have a negative effect on sales volume,
while the price factor has a positive effect on coffee sales volume in Koffie Tandjoeng.
Keywords: product, price, place, sales volume, Koffie Tandjoeng