Impact of Price and Service on Increasing Sales: Case Study at PT. Bumi Barito Utama Banjarmasin
This study is intended to examine and examine the effect of price and service on increasing sales of bulk asphalt. The design of this research is explanatory research. The population, as well as the sample in this study, were all company relations that were still active and purchased bulk asphalt (repurchase) from 2004 to 2008, including 15 contractors in 2004, 16 contractors in 2005, 17 contractors in 2006, 19 contractors in 2007, and 23 contractors in 2008. Data collection in this study used library research, field research (questionnaires and interviews), and observation. The analytical method used is a quantitative analysis using multiple linear regression analysis and coefficient of determination analysis to test the proposed hypothesis with the help of the SPSS Release 16 program. The results show that price and service affect increasing bulk asphalt sales through this research PT. Bumi Barito Utama should set a price policy to consider lowering the selling price to make it more competitive. The price has a negative effect on the increase in bulk asphalt sales. Also, improve service to the maximum, because it has a positive influence and relationship with customers to increase sales so that sales volume can be increased.
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