PENGARUH PERAN SALES DAN PROMOSI TERHADAP PENINGKATAN PENJUALAN HAPPY JASMINE

Abstract

English Abstract: This study aims to analyze the influence of Sales Role and Promotion on Sales Increase at Happy Jasmine. The study used a quantitative approach with a survey method of 50 respondents using a Likert scale questionnaire. Data analysis was carried out using multiple linear regression as well as validity, reliability, classical assumption tests, t-tests, F-tests, and coefficients of determination. The results of the validity test showed that all items had r-count > r-table (0.279) so they were declared valid. The reliability test showed a Cronbach's Alpha value for Sales Role of 0.774, Promotion of 0.745, and Sales Increase of 0.645 so that all instruments were reliable. The normality test obtained a Shapiro-Wilk significance value of 0.428 (>0.05) and the heteroscedasticity test showed a significance value for Sales Role of 0.507 and Promotion of 0.052 (>0.05), so the model met the classical assumptions. The regression equation obtained was Y = 10.673 – 0.049X1 + 0.605X2. The t-test results showed that the Sales Role had no significant effect on Sales Increase (t = -0.372; Sig. = 0.712), while Promotion had a positive and significant effect (t = 5.267; Sig. = 0.000). The F-test showed that the Sales Role and Promotion simultaneously had a significant effect on Sales Increase (F = 16.023; Sig. = 0.000). The coefficient of determination (R²) of 0.405 indicates that 40.5% of the variation in Sales Increase is explained by the Sales Role and Promotion, while 59.5% is influenced by other factors outside the study. Partially, the Sales Role contributed 0.18% and Promotion 35.05%, making Promotion the most dominant factor in increasing Happy Jasmine's sales. Indonesian Abstrak: Penelitian ini bertujuan untuk menganalisis pengaruh Peran Sales dan Promosi terhadap Peningkatan Penjualan pada Happy Jasmine. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 50 responden menggunakan kuesioner skala Likert. Analisis data dilakukan menggunakan regresi linier berganda serta uji validitas, reliabilitas, uji asumsi klasik, uji t, uji F, dan koefisien determinasi. Hasil uji validitas menunjukkan seluruh item memiliki r-hitung > r-tabel (0,279) sehingga dinyatakan valid. Uji reliabilitas menunjukkan nilai Cronbach's Alpha Peran Sales sebesar 0,774, Promosi sebesar 0,745, dan Peningkatan Penjualan 0,645 sehingga seluruh instrumen reliabel. Uji normalitas memperoleh nilai signifikansi Shapiro-Wilk sebesar 0,428 (>0,05) dan uji heteroskedastisitas menunjukkan nilai signifikansi Peran Sales 0,507 serta Promosi 0,052 (>0,05), sehingga model memenuhi asumsi klasik. Persamaan regresi yang diperoleh yaitu Y = 10,673 – 0,049X1 + 0,605X2. Hasil uji t menunjukkan Peran Sales tidak berpengaruh signifikan terhadap Peningkatan Penjualan (t = -0,372; Sig. = 0,712), sedangkan Promosi berpengaruh positif dan signifikan (t = 5,267; Sig. = 0,000). Uji F menunjukkan Peran Sales dan Promosi secara simultan berpengaruh signifikan terhadap Peningkatan Penjualan (F = 16,023; Sig. = 0,000). Nilai koefisien determinasi (R²) sebesar 0,405 menunjukkan bahwa 40,5% variasi Peningkatan Penjualan dijelaskan oleh Peran Sales dan Promosi, sedangkan 59,5% dipengaruhi faktor lain di luar penelitian. Secara parsial, kontribusi Peran Sales sebesar 0,18% dan Promosi sebesar 35,05%, sehingga Promosi merupakan faktor yang paling dominan dalam meningkatkan penjualan Happy Jasmine.