ANALISIS STRATEGI MARKETING DAN KINERJA PENJUALAN PRODUK ALAT PEMBAYARAN EDC BANK BCA DI CIREBON

Eningrat; Agus; Fahmi Maulana

Abstract

Anticipating market growth for EDC products, companies are required to have the right marketing strategy so that they can significantly increase sales volume. Marketing strategy plays an important role in business activities and its implementation must be able to compete and attract consumers who want to buy the products offered. This research aims to analyze marketing strategy, sales performance, and the influence of marketing strategy on sales performance of EDC products at PT Dika Cirebon Branch. The research was carried out using a survey method with a sample size of 50 people. Data analysis uses descriptive and inferential statistics. Hypothesis testing uses a simple linear regression model with marketing strategy as the independent variable (X) and sales performance as the dependent variable (Y). The research results concluded that 54.5% of customers used BCA EDC machines. In the sales performance variable, 45.5% of customers stated that the number of BCA EDC machine users was increasing because it made transactions easier without having to pay with cash. Regression analysis proves that marketing strategy has a positive and significant effect on sales performance. This research has limitations, especially in formulating a model to explain sales performance which is only influenced by one variable, namely marketing strategy. Therefore, further research can add several other important variables that determine sales performance, for example service quality and customer satisfaction.