The Influence of Price and Promotion on Increasing Sales Volume at PT Borneo Perkasa Medika in Banjar Regency

Authors

  • Arifia Nurriqli Pancasetia College of Economics Banjarmasin
  • Abul Hasan Asy'ari Pancasetia College of Economics Banjarmasin
  • Maisarah Pancasetia College of Economics Banjarmasin
  • Abdul Kadir Pancasetia College of Economics Banjarmasin

DOI:

https://doi.org/10.14738/abr.1210.17684

Keywords:

Price, Promotion, Sales Volume

Abstract

This study aims to analyze the influence of price and promotion on the increase in sales volume at PT. Borneo Perkasa Medika, Banjar Regency. Based on sales data from 2020 to 2023, there was a significant decline in the company's sales volume, which failed to meet the set targets. This research employs a descriptive quantitative method with a correlational approach, involving 52 respondents who are customers of PT. Borneo Perkasa Medika. The results show that price and promotion simultaneously have a significant effect on sales volume. However, inconsistent promotion efforts were identified as a hindering factor in achieving optimal sales volume. It is recommended that the company improve its pricing strategy and increase the intensity of promotions to compete with similar companies offering more competitive product prices.

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Published

2024-10-08

How to Cite

Nurriqli, A., Asy’ari, A. H., Maisarah, & Kadir, A. (2024). The Influence of Price and Promotion on Increasing Sales Volume at PT Borneo Perkasa Medika in Banjar Regency. Archives of Business Research, 12(10), 01–10. https://doi.org/10.14738/abr.1210.17684

Issue

Vol. 12 No. 10 (2024): Archives of Business Research

Section

Articles

License

Copyright (c) 2024 Arifia Nurriqli, Abul Hasan Asy'ari, Maisarah, Abdul Kadir

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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