PENGARUH BRANDING DAN MOTIVASI PEMBELI TERHADAP PENJUALAN PRODUK PADA TOKO PAKAIAN AKBAR DISTRO MUARA BUNGO JAMBI
DOI:
https://doi.org/10.61722/jaem.v3i1.9232Keywords:
Keywords: Branding, Buyer Motivation, Product Sales.Abstract
This research aims to analyze the influence of branding and buyer motivation on product sales at Akbar Distro Clothing Store in Muara Bungo, Jambi. The fashion industry in Indonesia is experiencing rapid growth, but local stores like Akbar Distro face challenges of declining sales due to suboptimal branding and low buyer motivation. This study uses an associative quantitative approach with a survey method through questionnaires distributed to 80 respondents who are buyers at Akbar Distro. Data analysis techniques include validity tests, reliability tests, classical assumption tests, and multiple linear regression. The results show that branding has a positive and significant effect on product sales with a regression coefficient of 0.592 and a significance value of 0.000. Buyer motivation also has a positive and significant effect with a regression coefficient of 0.535 and a significance value of 0.002. Simultaneously, branding and buyer motivation have a positive and significant effect on product sales with a calculated F value of 30.645 (greater than the F table value of 3.963) and a significance of 0.000, as well as a coefficient of determination (R²) of 44,3%. This indicates that improving branding and buyer motivation can increase product sales at Akbar Distro. The conclusion of this research is that branding and buyer motivation are important factors in increasing product sales at local clothing stores. Recommendations for the company include strengthening branding strategies through digital promotion and increasing buyer motivation through good service. For future researchers, it is suggested to expand the sample and add other variables such as price or digital technology.
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