The Effect of Sales Distribution Channels and Promotion Policies on Consumer Buying Behavior and Its Impact on Sales Volume

Muh Ikbal, Sahat Saragi, Maura Linda Sitanggang

Abstract


Distribution is an important part of the sales business which influences the customer's decision to buy a product which in turn increases sales volume. The purpose of study to determine and analyze the effect of sales distribution channels and promotional policies on consumer buying behavior and its impact on sales volume. Data were analyzed using descriptive analysis and SEM (Structural Equation Modeling) SPSS 25 and AMOS 24 programs. The results showed that distribution channel has a positive and significant effect on sales volume with p-value = 0.002 with a coefficient of 0.559. Sales force has a positive and significant effect on sales volume with p-value = 0.48 and a coefficient of 0.268. Promotion policy has no effect on sales volume p-value = 0.652 (>0.05) and the coefficient is 0.112. Consumer behavior has a positive and significant effect on sales volume with p-value = 0.001 with a coefficient of 0.691. Promotion policy is the weakest part in an effort to increase sales so that serious efforts are needed to fix: it is necessary to increase above the line and below the line promotional activities so that the word of mouth effect is quickly achieved;  making material design changes regarding citrex products to make it easier to understand and understand;  and conduct diverting advertisements by an increase in the promotional budget.


Keywords


consumer behavior, distribution channels, promotion policy, sales representative, sales volume

Full Text:

PDF

References


Abed, G. M., & Haghighi, M. (2009). The effect of selling strategies on sales performance. Business Strategy Series.

Arma, A., Ferdinand, A. T., & Raharjo, S. T. (2017). Pengaruh Kompetensi Menjual, Kualitas Hubungan, dan Pengalaman Menjual untuk meningkatkan Kinerja Tenaga Penjualan (Studi pada PT. New Ratna Motor Semarang). Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science), 16(1), 1-16.

Bronnenberg, B.J., & Ellickson, P.B. (2015). Adolescence and the path to maturity in global retail. Journal of Economic Perspectives, 29(4), 113-134.

Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: an interpersonal influence perspective. Journal of marketing, 54(3), 68-81.

Dartu, D. R. (2006). Saluran Distribusi Meningkatkan Volume Penjualan Produk. SEGMEN Jurnal Manajemen dan Bisnis, (1).

Daryani. (2006). Pengaruh Ekuitas Merek Terhadap Keputusan Pembeli,

Dasgupta, K., & Mondria, J. (2012). Quality uncertainty and intermediation in international trade. Working Paper, 8(2), 422-462.

Deloitte (2017). Retail, wholesale and distribution industry outlook: An analysis of industry trend. Retrieved from https://www2.deloitte.com/us/en/pages/consumer-business/articles/retail-distribution-industry-utlook.html

Elisa Fandika Dewi. (2017). Pengaruh Strategi Promosi untuk Meningkatkan Volume

Penjualan Motor di Cimoro Agung Magetan.

Forbes, S. L., & Kennedy, R. (2016, February). Competitive advantage through direct marketing: A case study of a small New Zealand wine business. In 9th Academy of Wine Business Research Conference, Wine Business Research that Matters (pp. 25-35).

Giarti Slamet SE, M. A. B. (2013). Analisis saluran distribusi dan perilaku konsumen. Jurnal Mimbar Bumi Bengawan, 6(13).

Hyman, D. (2015). Deloitte 2011 global power of retailing report. Retrieved from https//nrf.com/news/sneak-peekstores-global-power-of-retailing-2011

Jainuddin, J., & Ernawati, S. (2020). Pengaruh Promosi dan Saluran Distribusi Terhadap Volume Penjualan Sosis BE MART Cabang Bima. Pamator Journal, 13(1), 13-17.

Jurate, B., Rosa, G., & Darius, G. (2011). Changes in marketing formation. Engineering Economics, 22(3), 319-329.

Kalubanga, M., Tumwebaze, S., & Kakwzi, P. (2012). Examining the effect of multi-channel product distribution on firm’s performance. International Journal of Economics and Management Sciences, 1(12), 90-103.

Karanja, S.C., Muathe, S.M.A., & Thuo, J.K. (2014). The effect of marketing capability and distribution strategy on performance of MSP intermediary organisations in Nairobi, Kenya. Business Management and Strategy, 5(1), 197-211.

Kline, R. B. (2015). Principles and practice of structural equation modeling. Guilford publications.

Liwali, K. (2013). Analysis of marketing channels for effective distribution of consumer products by small scale manufacturing enterprises in Zamfara state. Virtual Library, University of Nsuka. Manufacturers Association of Nigeria (2010-2015). Nigeria: A publication of manufacturers association of Nigeria. Economic Review.

Made, M. G., Rodhiyah, R., & Widiartanto, W. (2015). Pengaruh Promosi dan Harga terhadap Keputusan Pembelian Surat Kabar Harian Suara Merdeka. Jurnal Ilmu Administrasi Bisnis, 4(2), 462-473.

Nangoy, S., Mandey, S. L., & Kawet, L. (2017). Pengaruh Promosi, Harga, Dan Distribusi Terhadap Keputusan Pembelian Pakaian Pada Matahari Departemen Store Manado (Studi Kasus Di Matahari Departemen Store Manado Town Scuare). Jurnal Ilmiah Society, 1(24), 5.

Palmatier, R.W., Stern, L.W., El-Ansary, A.I., & Anderson, E. (2014). Marketing channel strategy, (Eighth Edition). Upper Saddle River, NJ: Pearson Prentice Hall.

Palmatier, R.W., Stern, L.W., El-Ansary, A.I., & Anderson, E. (2016). Marketing channel strategy, (Eighth Edition). New York: Routledge.

Stojkovic, D., Lovreta, S., & Bogetic, Z. (2016). Multichannel strategy–The dominant approach in modern retailing. Economic Annals, 61(209), 105-127.

Sujan, H., Weitz, B. A., & Kumar, N. (1994). Learning orientation, working smart, and effective selling. Journal of marketing, 58(3), 39-52.

Sule, J.G., Ogbadu, E., & Achimugu, L.C. (2013). Channel Management for Household Products Companies in Nigeria. International Journal of Academic Research in Business and Social Sciences, 3(2), 37-45.

Watson IV, G.F. Worm, S., Palmatier, R.W., & Ganesan, S. (2015). The evolution of marketing channels: Trends and research directions. Journal of Retailing, 91(4), 546-568.

Yeboah, A., Owusu, A., Boakye, S., & Mensah, S. (2013). Effective distribution management–A pre-requisite for retail operations: A case study of Poku trading. European Journal of Business and Innovation Research, 1(3), 28-44.




DOI: https://doi.org/10.17509/tjr.v4i1.36172

Refbacks

  • There are currently no refbacks.


 Creative Commons License

The International Journal Business Review (The Jobs Review) is licensed under a Creative Commons Attribution-ShareAlike 4.0

View My Stats