the impact of marketing strategies on sales - SGU Repository

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“THE IMPACT OF MARKETING STRATEGIES ON SALES AND MANAGING ITS QUALITY AT THE COMPANY XYZ”.

By

Pandu T. Soeprapto 2-3115-019

MASTER’S DEGREE in

MASTER OF BUSINESS ADMINISTRATION

FACULTY OF BUSINESS ADMINISTRATION AND HUMANITIES

SWISS GERMAN UNIVERSITY EduTown BSD City

Tangerang 15339 Indonesia

Revision after the Thesis Defense on March 3rd, 2017

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Pandu Soeprapto STATEMENT BY THE AUTHOR

I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.

Pandu Soeprapto

_________________________________________ 17 March 2017

Studen Date

Approved by

Dr. Badikenita Sitepu, SE. M.Si

_________________________________________ 17 March 2017 Thesis Advisor Date

Parhimpunan Simatupang, SE, MBA

_________________________________________ 17 March 2017 Thesis Co-Advisor Date

Prof.Eric Jos Nasution, MBA, MA, Ph.D

_________________________________________ 17 March 2017 Dean Date

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Pandu Soeprapto ABSTRACT

“THE IMPACT OF MARKETING STRATEGIES ON SALES AND MANAGING ITS QUALITY AT THE COMPANY XYZ”.

By

Pandu T. Soeprapto

Dr. Badikenita Sitepu, SE. M.Si, Advisor Parhimpunan Simatupang, SE, MBA, Co-Advisor

SWISS GERMAN UNIVERSITY

This study provides company XYZ whether there is relationship among the marketing strategies and its influence on sales. There are 3 marketing strategies that are studied;

goodies, entertainment and participation of exhibition and training. Secondary data of sales from the company XYZ and their expenses of 3 marketing strategies were analyzed. In testing relationship between the independent and dependent variable in the model is conducted using linear regression, F Test and T test. The analytical results showed that one of the marketing strategies do have positive correlation to sales in the company XYZ.

However, out of all independent variables it showed only 42.4% of correlation, while the remaining amount is influenced by other factors that are not examined in this study. This study shows the company XYZ’s customers are satisfied with the service and that it offers hence the increasing amount of sales throughout the year. The company may increase both quality and marketing strategies in order to increase number clients and sales through other factors than marketing strategies itself i.e. pricing and the quality of the product.

Keywords: Marketing Strategy, goodies, entertainment, participation of exhibition, seminars and training.

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Pandu Soeprapto

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Pandu Soeprapto DEDICATION

This work is dedicated with a special feeling of gratitude to my loving parents, Bapak Hermani and Ibu Dien, who have always loved me unconditionally, whose good examples and strong values have taught me to work hard for the things that I aspire to achieve. This thesis work is also dedicated to my lovely fiancée, Cathalyna who has been a constant source of support and encouragement during the challenges of graduate school and life. I am truly thankful for having you in my life.

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Pandu Soeprapto ACKNOWLEDGEMENTS

I would first like to acknowledge to my thesis advisors, Dr. Badikenita Sitepu, SE, M.Si.

and Mr. Parhimpunan Simatupang, MBA of the Swiss German University for the reflecting, reading, encouraging, and most of all patience throughout the entire process.

I would also like to thank my class mates who were more than generous with their expertise and precious time and support. I would like to acknowledge my work institution for allowing me to conduct my research and providing any assistance requested. Special thanks go to the staff of finance department for their continued support, and last but not least, I would like to acknowledge my mentors Pak Mohamad Sadikin and Pak Mirza Kampono, who constantly are patient and truly believe in me.

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Pandu Soeprapto TABLE OF CONTENTS

Page

STATEMENT BY THE AUTHOR ...1

ABSTRACT ...2

DEDICATION ...4

ACKNOWLEDGEMENTS ...5

TABLE OF CONTENTS ...6

LIST OF FIGURES ...8

LIST OF TABLES ...9

CHAPTER 1 - INTRODUCTION ...10

1.1 Background of the study ...10

1.2 Research Problems ...14

1.3 Research Questions ...15

1.4 Research Objectives ...15

1.5 Scope and Limitation ...16

1.6 Significance of Study ...17

1.7 Chapter Summary ...17

CHAPTER 2 – LITERATURE REVIEW ...18

2.1 Definitions and Concept ...18

2.1.1 Goodies ...20

2.1.2 Entertainment ...20

2.1.3 Exhibition, Seminars & Training ...21

2.1.4 Sales ...21

2.1.5 Strategy Review ...22

2.1.6 Offering Diversity of Service...22

2.1.7 Developing Relationships ...23

2.2 Past Research Studies ...25

2.2.1 The Effects of Marketing Strategies On the Performance of Insurance Companies in Kenya ...25

2.2.2 The Influence of Marketing Strategy Elements on Market Share of Firms ...26

2.2.3 Marketing Strategies and Their Impact on Marketing Performance of Indonesian Ship Classification Society ...27

2.2.4 The Effect of Marketing Strategy on Sales Performance: The Moderating Effects of Internal and External Environment ...29

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Pandu Soeprapto

The PT. Cahaya Mantingan Nusantara Jakarta ...30

2.2.6 The Long-term Effect of Marketing Strategy on Brand Performance ...31

2.2.7 JC Penney Strategic Marketing Plan 2012: Product Strategy ...32

CHAPTER 3 – RESEARCH METHODOLOGY ...34

3.1 Research Framework ...34

3.2 Research Design...34

3.3 Time, Place of Research and Limitation ...35

3.4 Research Model (Conceptual Framework) ...35

3.5 Framework of Model ...36

3.6 Research Questions and Hypothesis ...36

3.7 Data ...37

3.8 Descriptive Statistics ...38

3.9 Multiple Linear Regression...40

CHAPTER 4 – RESULTS AND DISCUSSIONS...42

4.1 Descriptive Statistics ...42

4.2 Multiple Linear Regression...43

4.2.1 Regression Analysis and Testing Procedures ...44

4.3 Research Discussion ...52

CHAPTER 5 – CONCLUSION AND RECCOMENDATIONS ...53

5.1 Conclusion ...53

5.2 Recommendations ...54

GLOSSARY ...56

REFERENCES ...59

APPENDIX ...62

CURRICULUM VITAE ...67