Pengaruh Harga Produk, Lokasi Penjualan dan Promosi Digital Terhadap Volume Penjualan Pada Ayam Geprek Awliya

Abstract

This study aims to analyze the influence of product price, sales location, and digital promotion on the sales volume of Ayam Geprek Awliya. The research employs a quantitative approach using multiple linear regression analysis. Data were collected through a consumer survey and analyzed using the t-test and F-test to determine the effect of each independent variable on the dependent variable, namely sales volume. The results show that product price has a negative and significant effect on sales volume, meaning that an increase in price tends to reduce the number of sales. In contrast, sales location has a positive and significant effect on sales volume, indicating that the more strategic the business location, the higher the potential for increased sales. Digital promotion is the most dominant factor influencing sales volume. Effective digital marketing strategies, such as the use of social media, online platforms, and digital advertisements, have proven to attract consumers and significantly increase sales transactions. Simultaneously, the three variables—product price, sales location, and digital promotion—have a significant effect on the sales volume of Ayam Geprek Awliya. Therefore, it is recommended that the business adopt a more competitive pricing strategy, choose a more strategic business location or expand delivery service coverage, and continuously improve the effectiveness of digital promotion to reach a broader customer base. By implementing the right strategies, Ayam Geprek Awliya can significantly increase its sales volume and strengthen its position in the highly competitive culinary industry.