SALES VOLUME IMPROVEMENT STRATEGY IN TERMS OFPRODUCT VARIATION AND PACKAGING AT PT. KEMASNUGERAH SWASTIKA MEDAN

Abstract

This study aims to determine how much influence the Product Variation and Packaging on Sales Volume at PT Kemas Anugerah Swastika Medan. The research was conducted using quantitative method by distributing questionnaires to 162 respondents who are customers of PT Kemas Anugerah Swastika selected through Simple Random Sampling method from 273 customers during the year 2023, with a margin of error of 5%. This analysis includes validity and reliability tests, classical assumption
tests, multiple linear regression analysis, hypothesis testing through t and F tests, and test the coefficient of determination (R2). From the analysis obtained a regression analysis of Sales Volume = 1.208 + 0.181 Product Variation + 0.624 Packaging + e. The t test results show Product Variation variable partially has a positive and significant on Sales Volume at PT Kemas Anugerah Swastika where tcount is 3,311 > ttable is 1,975 and the Packaging variables partially has a positive and significant on Sales
Volume at PT Kemas Anugerah Swastika where tcount is 7,934 > ttable 1,975. The F test results show that Fcount 115,390 > Ftable 3,03 which means that the independent variable Product Variation and Packaging, simultaneously affects the dependent variable, Sales Volume at PT Kemas Anugerah Swastika. The results of the coefficient of determination (R2) indicate that 64% of Sales Volume variables at PT Kemas Anugerah Swastika are influenced by Product Variation and Packaging variables, while the remaining 36% is explained by the influence of other factors or variables outside the model such as Service Quality, Price, Social Media and Product Design which are not discussed in this research.