Pengaruh Sampling, Cross-Merchandising, Demonstrasi dan Lag Penjualan terhadap Penjualan Sekunder Bumbu Kemasan di Sulawesi

Abstract

Persaingan pada kategori bumbu kemasan di Sulawesi, mendorong PT X menerapkan aktivitas sales promotion untuk meningkatkan penjualan sekunder. Perubahan penjualan tidak hanya dipengaruhi oleh promosi yang sedang berlangsung, melainkan juga dipengaruhi oleh lag penjualan sekunder. Penelitian ini bertujuan menganalisis pengaruh sampling, cross-merchandising, demonstrasi produk, dan lag penjualan terhadap penjualan sekunder bumbu kemasan PT X. Penelitian menggunakan data panel mingguan dari 33 distributor Sulawesi selama 20 minggu yang dianalisis dengan regresi data panel. Hasil penelitian menunjukkan bahwa cross-merchandising, demonstrasi produk, dan lag penjualan tiga minggu berpengaruh positif dan signifikan terhadap penjualan sekunder, sedangkan sampling berpengaruh positif namun tidak signifikan. Hasil penelitian mengimplikasikan perusahaan perlu memprioritaskan cross-merchandising dan demonstrasi produk serta memanfaatkan informasi penjualan historis dalam perencanaan promosi.

Competition in the seasoning industry has encouraged PT X to implement sales promotion activities to improve secondary sales. Changes in sales are not solely influenced by ongoing promotional activities but may also be affected by lagged secondary sales. This study aimed to analyze the effect of sampling, cross-merchandising, product demonstration, and sales lag on the secondary sales of PT X's packaged cooking seasoning products. The study used weekly panel data from 33 distributors over a 20-week period and analyzed using panel regression with the Random Effect Model (REM). The results indicated that cross-merchandising, product demonstration, and a three-week sales lag had positive and significant effects on secondary sales, sampling had a positive but statistically insignificant effect. The findings demonstrated that the effectiveness of sales promotion varied across activities and a three-week sales lag had a significant effect on current-period secondary sales. The study suggested prioritizing cross-merchandising and product demonstration while using historical sales data for promotional planning.