Pengaruh Promosi Penjualan dan Ketersediaan Produk terhadap Efektivitas Penjualan di Prima Freshmart Surabaya

Marza Sakinah Abdat; I Gede Wiyasa; Rina Dewi; Achmad Daengs G. S.

doi:10.30640/abdimas45.v5i2.8195

Authors

Marza Sakinah Abdat Universitas 45 Surabaya
I Gede Wiyasa Universitas 45 Surabaya
Rina Dewi Universitas 45 Surabaya
Achmad Daengs G. S. Universitas 45 Surabaya

DOI:

https://doi.org/10.30640/abdimas45.v5i2.8195

Keywords:

Customers, Product Availability, Sales Effectiveness, Sales Promotion, Prima Freshmart Surabaya

Abstract

The increasingly competitive retail industry requires effective marketing strategies to achieve sales targets. Prima Freshmart Surabaya faces challenges related to suboptimal sales promotions and product stock shortages, which may affect purchasing intentions and sales effectiveness. Sales promotion and product availability are therefore important factors in supporting retail sales performance. This study aims to analyze the partial and simultaneous effects of sales promotion and product availability on sales effectiveness at Prima Freshmart Surabaya. This research employs a quantitative approach with a causal associative design. Data are collected through a survey using questionnaires distributed to customers of Prima Freshmart Kebonsari Surabaya who have previously made purchases. The questionnaire uses a five-point Likert scale ranging from strongly disagree to strongly agree. Data are processed using SPSS, with analysis techniques comprising validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination (R²). The findings are expected to provide insights into the relationships between sales promotion, product availability, and sales effectiveness, both partially and simultaneously. Attractive promotional programs are expected to encourage purchases, while consistent product availability is expected to fulfill consumer needs and support sales effectiveness. Practically, this study is expected to serve as an evaluation reference for Prima Freshmart Surabaya in improving promotional strategies, strengthening inventory management, maintaining product availability, enhancing customer satisfaction, and achieving optimal sales targets.

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