PENGARUH PERSEPSI HARGA DAN PROMOSI PENJUALAN TERHADAP VOLUME PENJUALAN PELUMAS ENDURO DENGAN DISTRIBUSI SEBAGAI VARIABEL INTERVENING (Studi di PT Pertamina Lubricants Wilayah Pemasaran Regional III-Banten)

Abstract

Marketing decisions are often closely related to the four main issues of product, price, distribution and promotion. Marketers are expected to meet the needs of customers through pricing, promotion and distribution of products effectively in order to increase sales volume. This study aims to determine the influence of price perceptions, sales promotion and distribution of Enduro lubricant sales volume in the marketing area region III PT Pertamina Lubricants Banten. This research uses the type of causality research by taking a sample of 100 outlets spread across 7 districts/cities throughout the Banten Province. Data analysis using Structural Equation Model of Partial Least Square (SEM PLS) with data collection through questionnaire. Based on result of hypothesis test obtained 1) Price perception have significant negative effect to Enduro lubricant sales volume; 2) Sales promotion has no effect on Enduro lubricant sales volume; 3) Price perceptions have a significant positive effect on Enduro lubricant distribution; 4) Sales promotion has a significant negative effect on Enduro lubricant distribution; and 5) Distribution has a significant positive effect on Enduro lubricant sales volume.