Pengaruh Sales Promotion Distributor terhadap Sales Performance Retailer Dimediasi oleh Pricing Strategy Retailer : Studi Kasus HG Audiophile

Alfonsus Ricky(1*),


(1) 
(*) Corresponding Author

Abstract


Penelitian dilakukan untuk mengetahui Pengaruh Sales Promotion Distributor terhadap Sales Performance Retailer Dimediasi oleh Pricing Strategy Retailer : Studi Kasus HG Audiophile. Pengambilan data dilakukan pada tanggal 23 Oktober 2023 hingga 1 November 2023 melalui Google Form dengan link https://forms.gle/UTbFxpXC5Q7So1qh6 dan juga penyebaran kuesioner secara offline melalui sales HG Audiophile. Dari penyebaran kuesioner tersebut memperoleh 108 responden. Variabel penelitian ini terdiri dari sales promotion dengan 3 indikator, sales performance dengan 4 indikator, dan pricing strategy dengan 6 indikator. Hasil penelitian membuktikan bahwa terdapat pengaruh langsung sales promotion distributor terhadap sales performance retailer. Selain itu juga terdapat pengaruh tidak langsung dari sales promotion distributor terhadap sales performance retailer melalui variabel pricing strategy retailer. Hasil pengujian pengaruh tidak langsung membuktikan bahwa ada peran mediasi parsial. Dengan sumbangan terhadap pengaruh total sales promotion distributor terhadap sales performance retailer senilai 33.39%. Sedangkan pengaruh langsung sales promotion distributor terhadap sales performance retailer senilai 66.61%.

Keywords


Business to Business (B2B), Distributor, Retailer, Sales Promotion, Sales Performance, Pricing Strategy

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