PENGARUH STRATEGI PEMASARAN TERHADAP KINERJA PENJUALAN PADA PT KINO INDONESIA CABANG JAKARTA

Abstract

In an increasingly competitive business environment, one of the key factors determining a company's success in achieving its business goals is the marketing strategy it adopts. An effective marketing strategy not only enhances the company's competitiveness but also plays a significant role in driving sales performance. This study aims to examine the influence of marketing strategy on sales performance at PT Kino Indonesia, Jakarta Branch. This research employs a quantitative method, with data collected through the distribution of questionnaires to employees. The population consists of 130 individuals, with a sample of 57 respondents selected using a simple random sampling technique. Data processing includes validity testing, reliability testing, and simple linear regression analysis. Hypothesis testing is conducted using the t-test and coefficient of determination (R²). The results indicate that the marketing strategy variable (X) has a positive and significant influence on the sales performance variable (Y). This is evidenced by a significance value of 0.000 < 0.05, indicating that the hypothesis is accepted. The coefficient of determination (R²) value of 0.572 shows that marketing strategy contributes 57.2% to sales performance. Therefore, expanding market coverage and implementing efficient sales promotions should be a focus for management to maintain and improve sales performance.

Keywords: Marketing Strategy, Sales Performance