ANALISIS PENERAPAN STRATEGI INTEGRATED MARKETING DAN COMMUNICATION QUALITY TERHADAP TARGET PENJUALAN SEPEDA MOTOR RODA DUA MEREK HONDA PADA DEALER MAAR MOTOR PIDIE JAYA

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ABSTRAK

Penelitian ini bertujuan untuk mengetahui strategi integrated marketing dan communication quality terhadap target penjualan sepeda motor roda dua merek Honda, sampel dalam penelitian ini 100 responden, data dikumpulkan dengan kuesioner, analisis data menggunakan regresi linier berganda. Hasil penelitian diperoleh nilai koefisien korelsi  (R) sebesar 74,9% dapat memberikan pengertian ada hubungan antara  integrated marketing  dan communication quality  dengan target penjualan.  Semakin  tingginya nilai yang diperoleh maka semakin erat pula hubungan antara variabel independen yaitu integrated marketing  dan communication quality  dengan variabel dependen, artinya semakin erat pula hubungan masing-masing variabel tersebut. Sedangkan koefisien diterminasi sebesar 63,1% dapat menjelaskan  pengertian, ada pengaruh yang signifikan antara  faktor integrated marketing  dan communication quality   terhadap target penjualan.  Pengaruh variabel integrated marketing  dan communication quality  sebesar  63,1% berpengaruh secara siginifikan terhadap target penjualan,  sedangkan selebihnya 36,9% dipengaruhi oleh faktor lain diluar dugaan persamaan ini.

Kata Kunci: Integrated marketing, communication quality dan Terget Penjualan.

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_{Nomor DOI} 10.47647/JEko.v2i2.590

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Abstract

This study aims to determine the strategy of integrated marketing and communication quality to target sales of two-wheeled motorcycles brand Honda, the sample in this study was 100 respondents, data were collected by questionnaire, data analysis using multiple linear regression. The results of the study obtained a correlation coefficient (R) of 74.9% which can give an understanding that there is a relationship between integrated marketing and communication quality with sales targets. The higher the value obtained, the closer the relationship between the independent variables, namely integrated marketing and communication quality, and the dependent variable, meaning that the relationship between each of these variables is getting closer. While the termination coefficient of 63.1% can explain the meaning, there is a significant influence between integrated marketing and communication quality factors on sales targets. The influence of integrated marketing and communication quality variables of 63.1% has a significant effect on sales targets, while the remaining 36.9% is influenced by other factors beyond this equation.

Keywords: Integrated marketing, communication quality and Sales Target.

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