PENGARUH SALURAN DISTRIBUSI TERHADAP PENJUALAN CV. DON’S CAKE BANDUNG
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Date
2014
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Publisher
Universitas Widyatama
Abstract
CV. Don’s Cake Bandung is a company, whose line of business is in the field of food company, producing brownies cake. The problems that the company is coping it its inability to achieve the target and the decrease of list sale, the existing problems are presumably as the determination of the lack of proper distribution channel.
The purpose of this study conducted find out the influence of the distribution channel on the sale of product in CV. Don’s Cake. The methods implemented in the study is statistical analysis and the technique used for collecting the data is bibliographical study, field research, non-participation observation, and interview.
Based on the data collected from the result of study about distribution channels on the sale of the product in CV. Don’s Cake, it is shown that Correlation Coefficient yielded 0,82156 it means the distribution channels conduct by the company has influence on the sale of product, whereas percentage of influence between the distribution channel to sales of cakes according to Coefficient of Determination yielded 67,49% and the rest equal to 32,51% determined by other factors besides company distribution channels activity which influence on the sale of product in CV. Don’s Cake
The stumbling blocks that the company is coping with in making the distribution channels functioning are lack of human resources who concentrate to carry out the information about consumer behavior and potential competitors, the company paying less attention to the function of ownership such distribution place to supporting distribution of product accelerate.
The Efforts by CV. Don’s Cake is trying to operate marketing research at periodically to fulfill the function of information, increase perfomance of distribution place and the company has a long term plan to build a store in the right place.
The recommendation the researcher can give are the company should give more attention for marketing research which required to find the information of consumer and competitor. And also should increase perfomance of distribution place such buikd a
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Keywords
Saluran Distribusi, Penjualan, Distribution channel, Sales