RIKA ELVIANA, NPM 2201100147 (2026) PENGARUH STRATEGI PALAYANAN KUALITAS PRODUK DAN PROMOSI TERHADAP PENINGKATAN PENJUALAN KENDARAAN PADA PT DIPO INTERNASIONAL PAHALA OTOMOTIF MITSUBISHI RANTAU PRAPAT. Tugas_Akhir (Artikel) : Journal of Innovative and Creativity, 6 (2). pp. 29039-29053. ISSN 2775-771X (Online) / 2962-570X (Printed)
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh strategi pelayanan, kualitas produk, dan promosi terhadap peningkatan penjualan kendaraan pada PT Dipo Internasional Pahala Otomotif Mitsubishi Rantau Prapat. Penelitian ini menggunakan pendekatan kuantitatif dengan desain penelitian asosiatif kausal. Populasi dalam penelitian ini berjumlah 180 konsumen yang melakukan pembelian kendaraan, dengan sampel sebanyak 64 responden yang ditentukan menggunakan rumus Slovin dengan margin of error 10%. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner, kemudian dianalisis menggunakan program SPSS dengan metode analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa secara parsial strategi pelayanan, kualitas produk, dan promosi berpengaruh positif dan signifikan terhadap peningkatan penjualan kendaraan. Secara simultan ketiga variabel tersebut juga berpengaruh signifikan terhadap peningkatan penjualan. Nilai koefisien determinasi (R²) sebesar 0,642 menunjukkan bahwa strategi pelayanan, kualitas produk, dan promosi mampu menjelaskan peningkatan penjualan sebesar 64,2%, sedangkan sisanya sebesar 35,8% dipengaruhi oleh faktor lain di luar model penelitian. Kata Kunci : Strategi Pelayanan, Kualitas Produk, Promosi, Peningkatan Penjualan ================================================================================== This study aims to analyze the effect of service strategy, product quality, and promotion on increasing vehicle sales at PT Dipo Internasional Pahala Otomotif Mitsubishi Rantau Prapat. This research uses a quantitative approach with a causal associative research design. The population in this study consisted of 180 consumers who purchased vehicles, with a sample of 64 respondents determined using the Slovin formula with a margin of error of 10%. Data were collected through questionnaires and analyzed using SPSS with multiple linear regression analysis. The results show that partially service strategy, product quality, and promotion have a positive and significant effect on increasing vehicle sales. Simultaneously, these three variables also have a significant effect on sales improvement. The coefficient of determination (R²) value of 0.642 indicates that service strategy, product quality, and promotion explain 64.2% of the variation in sales improvement, while the remaining 35.8% is influenced by other factors outside the research model. Keywords : Service Strategy, Product Quality, Promotion, Sales Improvement
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Strategi Pelayanan, Kualitas Produk, Promosi, Peningkatan Penjualan =============================================== : Service Strategy, Product Quality, Promotion, Sales Improvement |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce T Technology > TL Motor vehicles. Aeronautics. Astronautics |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 08 Sep 2026 03:29 |
| Last Modified: | 08 Sep 2026 03:29 |
| URI: | http://repository.ulb.ac.id/id/eprint/2785 |
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