Analisis Pengaruh Bauran Pemasaran Untuk Meningkatkan Penjualan Mobil Toyota Pada Pt. Invicta Toyota Pamekasan

Abstract

Every company will always compete in capturing market share. For this reason entrepreneurs must be good at influencing consumers to want to use the products produced by their respective companies. To be able to do this requires good management, strategy and human resources within the company. A company has several goals to be achieved, both short-term goals and long-term goals. In the short term it is usually to win the hearts of consumers, especially for newly launched products. Whereas in the long run it is carried out to maintain existing products in order to keep selling in the market and can compete. This research was conducted at PT. Invicta Toyota Pamekasan. The purpose of this study was to determine and analyze the effect of the marketing mix consisting of products, prices, promotions and places to increase sales partially and simultaneously. This type of research is quantitative research. Respondents in this study were consumers of PT. Invicta Toyota Pamekasan. The number of respondents as many as 75 consumers were selected by incidental sampling. Data collection methods used are by distributing questionnaires and interviews. The results showed that the product, price, promotion variables have a partial positive effect on Toyota Car sales. Whereas the place variable does not has a partial positive effect on Toyota Car sales at PT. Invicta Toyota Pamekasan. Then this research shows that product, price, promotion, and place variables have a simultaneous positive  effect on Toyota Car sales at PT. Invicta Toyota Pamekasan.