Pengaruh Inovasi Produk, Digital Marketing, dan Kualitas Produk terhadap Volume Penjualan CV Air Segar Kita Ron88

Vinkan Ayu Puspitasari; Dwi Harini; Gian Fitrialisma; Ari Kristiana

doi:10.30640/inisiatif.v5i3.6883

Authors

Vinkan Ayu Puspitasari Universitas Muhadi Setiabudi
Dwi Harini Universitas Muhadi Setiabudi
Gian Fitrialisma Universitas Muhadi Setiabudi
Ari Kristiana Universitas Muhadi Setiabudi

DOI:

https://doi.org/10.30640/inisiatif.v5i3.6883

Keywords:

Digital Marketing, Product Innovation, Product Quality, Sales Volume, Structural Model

Abstract

The dynamic global economic environment challenges local bottled water (AMDK) companies to stabilize their sales performance amid stiff competition. This study aims to analyze and empirically examine the partial and simultaneous effects of product innovation, digital marketing, and product quality on the sales volume of CV Air Segar Kita RON88 in Brebes Regency. Employing a causal-associative quantitative research design, data were gathered through structured questionnaires distributed to 100 active consumers selected via purposive sampling. The collected data were analyzed using Multiple Linear Regression Analysis assisted by IBM SPSS software. The empirical findings demonstrated that product innovation has a positive and significant partial effect on sales volume (t = 6.041, p < 0.05). Similarly, digital marketing exerts a positive and significant partial impact (t = 3.057, p < 0.05), although it yields the smallest coefficient value among the predictors. Product quality emerged as the most dominant determinant significantly driving sales volume (t = 5.196, p < 0.05), reflecting the high consumer sensitivity toward hygiene and taste consistency. Simultaneously, all three independent variables significantly influenced sales volume (F = 56.467, p < 0.05), accounting for 63.8% of the total variance (R² = 0.638). The theoretical implication reinforces the Resource-Based View (RBV) that integrating traditional operational quality with modern digital marketing agility maximizes firm performance. Practically, the management must aggressively scale up targeted digital promotions while strictly maintaining BPOM and SNI quality controls to sustain long-term business growth.

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