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Mukhamad Najib
Departement of Management, Faculty of Economic and Management, IPB University
Decision Sciences, Operations Research & Management

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Pengaruh Promosi Terhadap Volume Penjualan Tepung Terigu Kemasan Premium PT. XYZ Juniar Prayogi; Arif Imam Suroso; Mukhamad Najib
Jurnal Aplikasi Bisnis dan Manajemen (JABM) Vol. 9 No. 1 (2023): JABM Vol. 9 No. 1, Januari 2023
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.9.1.252

Abstract

To be able to compete continuously in the market, PT. XYZ carries out promotions to increase sales volume of premium packaged flour products (CP Premium), including above the line and below the line promotion. This study aims to determine the effect of promotion on sales volume, analyze the effectiveness of the promotion, and provide recommendations referring to the results of the study. The research method used is descriptive quantitative and multiple regression analysis with the help of SPSS software. The type of data is secondary data in the form of time series sales volume and monthly promotion costs for the period 2013-2015. The steps used in multiple regression analysis are 1) Coefficient of Determination; 2) F test and 3) t test, with a significance level of 10%. The results of this study are the promotion costs above the line and below the line, affect the sales volume of CP Premium, and have an effect of 20.9% on sales volume. The results of the t-test (partial) show that the effective promotion categories are Others ATL (ATL) & Marketing Tools (BTL). Companies should increase promotional activities in the Others ATL and Marketing Tools categories because they have a significant effect on sales volume, evaluate other promotional categories, including trying promotions through TV commercials outside of peak season, and adding variations to internet promotions. Keywords: sales volume, multiple regression analysis, promotion effect, above the line promotion, below the line promotion
Pengaruh Promosi Terhadap Volume Penjualan Tepung Terigu Kemasan Premium PT. XYZ Juniar Prayogi; Arif Imam Suroso; Mukhamad Najib
Jurnal Aplikasi Bisnis dan Manajemen (JABM) Vol. 9 No. 1 (2023): JABM, Vol. 9 No. 1, Januari 2023
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.9.1.252

Abstract

To be able to compete continuously in the market, PT. XYZ carries out promotions to increase sales volume of premium packaged flour products (CP Premium), including above the line and below the line promotion. This study aims to determine the effect of promotion on sales volume, analyze the effectiveness of the promotion, and provide recommendations referring to the results of the study. The research method used is descriptive quantitative and multiple regression analysis with the help of SPSS software. The type of data is secondary data in the form of time series sales volume and monthly promotion costs for the period 2013-2015. The steps used in multiple regression analysis are 1) Coefficient of Determination; 2) F test and 3) t test, with a significance level of 10%. The results of this study are the promotion costs above the line and below the line, affect the sales volume of CP Premium, and have an effect of 20.9% on sales volume. The results of the t-test (partial) show that the effective promotion categories are Others ATL (ATL) & Marketing Tools (BTL). Companies should increase promotional activities in the Others ATL and Marketing Tools categories because they have a significant effect on sales volume, evaluate other promotional categories, including trying promotions through TV commercials outside of peak season, and adding variations to internet promotions. Keywords: sales volume, multiple regression analysis, promotion effect, above the line promotion, below the line promotion
Model Kolaborasi Lembaga Keuangan dan Universitas Dalam Memperkuat Akses Layanan Keuangan Mikro dan Kinerja Usaha Mikro dan Kecil di Indonesia: A Model of Collaboration of Financial Institutions and Universities in Strengthening Access To Microfinance Services And The Performance of Micro and Small Enterprises in Indonesia Suhendi; Noer Azam Achsani; Mukhamad Najib; Tanti Novianti
Jurnal Aplikasi Bisnis dan Manajemen (JABM) Vol. 9 No. 3 (2023): JABM Vol. 9 No. 3, September 2023
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.9.3.976

Abstract

Micro and Small Enterprises (MSEs) have an important and strategic role in national economic development. This study aims to identify and analyze problems in the implementation of microfinance services for MSEs in Indonesia and develop a collaborative model involving relevant stakeholders, especially financial institutions and universities, to support microfinance and improve the performance of MSEs in Indonesia. The research method used in this research is Soft Systems Methodology (SSM), utilizing data from FGDs, in-depth interviews, and observations. The results of the study show that financing constraints for MSEs can be seen from two perspectives, namely the MSEs themselves (demand side) and financial institutions (supply side). Collaborative models between various stakeholders, especially between financial institutions and universities, can be an alternative solution to strengthen access to microfinance services and improve the performance of micro and small businesses in Indonesia. In terms of transaction cost theory, universities can reduce the transaction costs of financial institutions through research, education, innovation, and partnerships with financial institutions. Therefore it can be concluded that collaboration between universities and financial institutions can make a valuable contribution to developing more efficient and cost-effective solutions in the financial industry, especially in increasing access to microfinance services and the performance of MSEs in Indonesia. Keywords: catwoe, collaborative intervention, financial system, rich picture, soft system methodology
Co-Authors Arif Imam Suroso Ervina Mela Dewi, Yandra Arkeman, Erliza Noor, Noer Azam Achsani Juniar Prayogi Suhendi Tanti Novianti