THE ANALYSIS OF ADVERTISING, PRODUCT QUALITY AND PRICE IMPACT TO SALES VOLUME OF VIVO SMARTPHONE IN JAKARTA

Abstract

The purpose of this research is to analyze advertising, product quality and price impact to sales volume of VIVO smartphone in Jakarta. VIVO is a very popular brand in China, but it has entered Indonesia only 1 years, the sales volume is not good, and far behind other Chinese brand development in Indonesia. This survey is important to investigate the factors influenc ing on sales volume. This research was designed using quantitative analysis, which involves analysis of numerical data in attempt to explain the matter observed. This research used questionnaire to collect the data. The researcher spread 85 questionnaires to Jakarta smartphone users in order to get information. SPSS22.0 test was applied to find out the significant difference between the hypothesis groups based on independent variables with advertising, product quality and price impact to sales volume. The r esults shows advertising, product quality and price are significant factors to sales volume. The adjusted R Square is 0.515, it means that independent variables have the significant influence on dependent variable is 51.5%.