Pengaruh Strategi Kustomisasi Terhadap Tingkat Penjualan Produk Walls Pada Cv Sikembar Di Kota Padangsidimpuan

Abstract

This study aims to determine whether customization strategies have a positive and significant effect on the sales of Walls products. Customization strategies are one of the business strategies employed by companies to create and provide products/services to consumers in accordance with their needs and desires in order to increase product sales. The type of research used in this study is quantitative research. The data collection procedures in this study include observation, interviews, and questionnaires. The data analysis techniques used in this study include validity and reliability tests, correlation analysis, simple linear regression analysis, hypothesis testing (t-test), and determination coefficient testing (R²). Based on the research testing, it can be concluded that the research instrument has a calculated value greater than the table value (0.361), so all items in the research instrument can be considered valid. From the reliability calculation results, it can be seen that the reliability value of the Customization Strategy variable is 0.751 and the reliability value of the Sales Level variable is 0.725. Partial testing of the research variables revealed that the independent variable, Customization Strategy, has a positive and significant effect on the dependent variable, Sales Level of Walls Products at CV Sikembar in Padangsidimpuan City, with a t-value of 3.951 > t-table 2.048. Based on the data analysis results, it can be concluded that the influence of Customization Strategy on the Sales Level of Walls Products at CV Sikembar in Padangsidimpuan City is 35.8%, while the remaining 64.2% can be explained by other variables