THE EFFECT OF PRODUCT, PRICE, AND PROMOTION ELEMENTS ON SALES VOLUME OF CLASS 3 PRODUCTS IN THE TOYOTA MATERIAL HANDLING DIVISION (Case Study at PT Traktor Nusantara)

Abstract

This research seeks to determine the effects of various factors on the sales volume of Class 3 products in the Toyota Material Handling Division at PT. Traktor Nusantara (TN). Specifically, it aims to investigate the influence of product elements, price elements, and promotional elements on sales volume. Additionally, it aims to analyze the combined impact of product, price, and promotion on sales volume.
This study employs an associative quantitative approach, using survey-based data gathering methodologies. The target demographic comprises all firms that are users of the division, amounting to a total of 875 organizations, with a sample size of 40 companies.
The research findings indicate that: (1) the components of the product have a significant and favorable effect on the volume of sales; (2) the pricing strategy has a significant and favorable effect on the volume of sales; (3) promotional activities have a significant and favorable effect on the volume of sales; and (4) the integration of product, price, and promotion has a significant and favorable effect on the volume of sales.