THE INFLUENCE OF THE MARKETING MIX ON THE EXPORT SALES VOLUMES OF TEXTILE PRODUCT AT PT. PRIMATEXCO INDONESIA

Abstract

This study entitled “The Influence of The Marketing Mix on The Export Sales Volumes of Textile
Product at PT. Primatexco Indonesia”, aimed to analyze the influence of the marketing mix on
the export sales volumes. This study used secondary data taken from PT. Primatexco Indonesia,
per month in 2004 through 2014.
The analysis method that is used in this research is using normality test, classical assumption
test (which includes heteroscedasticity, multicollinearity, autocorrelation), multiple linear
regression analysis, T-test, F-test, and R
2
(coefficient of determination).
Based on the simultaneous test, the results proved that independent variables that is product,
place, promotion, and price simultaneously had a significant influence on the export sales
volumes with the calculated value of F values = 167.475 and sig = 0,000 < 5% this means
independent variables product, place, promotion, and price simultaneously significant influence
on the dependent variable (export sales volume). In other words, the independent variables are
able to explain the amount of the dependent variable.
Based on partial analysis, the results proved that the three independent variables that is product,
place, and price significantly influenced on the export sales volumes. On product variable t
count value of 13.887 was > t table 2.29 which means that Ho was rejected and Ha was
accepted. While the promotion variable did not have any influence significantly on the export
sales volumes, because t count value -1.609 was < t table, so Ho was accepted and Ha was
rejected.
The results of multiple linear regression test shows that all independents variables that is
product, place, and price had a positive influence on the export sales. The greatest positive
influence on export sales volumes was product variable (X1), it is shown from the regression
coefficient of 8.976, followed by price variable (X4) with a regression coefficient of 1.451E-5,
followed by place variable (X2) with a regression coefficient of 2.383E-6. While the promotion
variable (X3) with coefficient regression of -6.210E-10, it means that promotion variable does
not have any positive influence on the export sales volumes.
Keywords: Product, Place, Promotion, Price, Export Sales Volumes, Textile Products