Analisis Penetapan Harga Jual Dan Kualitas Produk Dalam Meningkatkan volume penjualan kue legit

Abstract

This study aims to analyze the role of selling price determination and product quality in increasing the sales volume of kue legit as a traditional cake product that faces increasingly competitive market conditions. In the food industry, especially small and medium-sized enterprises (SMEs), appropriate pricing strategies and consistent product quality are crucial factors in influencing consumer purchasing decisions and business sustainability. This research employs a quantitative approach with a descriptive and associative research design. Data were collected through questionnaires, observations, and documentation involving consumers and business actors of kue legit. The sampling technique used was purposive sampling, with respondents selected based on purchasing experience and product familiarity. Data analysis was conducted using statistical methods, including validity and reliability tests, multiple linear regression analysis, and hypothesis testing through t-tests and F-tests. The results of the study indicate that selling price determination has a significant effect on sales volume, where affordable and competitive prices positively influence consumer buying interest. Additionally, product quality, which includes taste, texture, freshness, packaging, and product consistency, also shows a significant and positive effect on sales volume. Simultaneously, selling price determination and product quality jointly contribute to the increase in sales volume of kue legit. These findings suggest that business actors should carefully consider pricing strategies aligned with consumer purchasing power while maintaining high and consistent product quality to enhance competitiveness and sales performance. This study is expected to contribute both theoretically to marketing management literature and practically as a reference for SMEs in developing effective pricing and quality improvement strategies to increase sales volume.

Keywords:selling price determination, product quality, sales volume, traditional cake, SMEs