ANALISIS PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP PENJUALAN TELUR AYAM (Studi Kasus Pada Usaha Dagang KR FARM Cilacap

Abstract

This study was made to analyze the effect of product quality and prices on sales partially and simultaneously. This study uses multiple linear regression analysis. The data used in this study are:

Primary data, namely data obtained directly from the respondent or the sample in this study and secondary data, namely data obtained from the company's internal data, journals and books relating to the object of research. based on the t test, it is known that the t value calculated on the product quality variable is greater than t table [n - k - 1], (8,808> 1,703). then this proves that there is an influence of product quality on sales. Likewise with t arithmetic in the price variable is smaller than t table [n - k - 1], (0.139 <1,703) then this proves that there is no effect of price on sales, because the selling price of chicken eggs is not determined by KR Farm Cilacap but follow market prices.

Based on the results of the F test, it is known that the calculated F value is greater than F table (38,946> 3,369). Or you can also see the value (Sig.) Which is smaller than 0.05 (0,000 <0,05). Thus it can be concluded that Ha is accepted which means the product quality and price simultaneously affect sales.

Based on the R² test it is known that the value of the determinant coefficient of R Square is 0.743 where the number indicates that sales can be explained by product quality and price of 74.3% while 25.7% is explained by other variables not included in this study.

Keywords: Product Quality, Price and Sales