Implementation of Marketing Mix Tactics to Increasing The Sales Volume of Crystal Guava at UD Bumiaji Sejahtera Batu City
UD Bumiaji Sejahtera is a producer of crystal guava which has a varied market, ranging from the modern retail market to the direct sales market. Crystal guava products that have the highest demand are grade A quality
guava. Crystal guava products that are sold are not fully absorbed by the market because several markets, especially the modern retail market, often reject products, so that the quantity of products requested and shipped changes. This indicates that there have been fluctuations in sales of grade A crystal guava at UD Bumiaji Sejahtera. Marketing planning is then needed, and the marketing mix becomes the basic tactic in marketing. The purpose of this study was to identify the marketing conditions of crystal guava to analyze the influence of the marketing mix on sales volume and to formulate a marketing strategy based on the results of multiple linear regression analysis. The results of this study indicate that all independent variables namely Product, Price, Place, and Promotion simultaneously affect sales volume. The place variable and the promotion variable are two independent variables that have a positive and significant effect on sales volume. The place variable is the variable that has the largest beta coefficient, so it influences sales volume more. The combination of the marketing mix of the two variables is a benchmark for prioritizing marketing business development supported by qualified human resources in their fields.