Analysis of the Effect of Promotion Mix

Oct 13, 2025 by magicalceylontours.com 18 views

Introduction

In the era of increasingly fierce culinary business competition, every company is required to adapt to existing developments, including ease in the payment method. One way to attract the attention of consumers is to offer attractive promotions through credit cards. ANZ credit card provides various promos to shop at Bistronomix Cafe in Medan Deli. This study aims to find out how significant the influence of the ANZ credit card promotion mix on increasing sales volume at Bistronomix Cafe Medan Deli.

Methodology

The study was conducted at Bistronomix Cafe Medan Deli by adopting field research methods to collect primary data. This method involves direct observations and interviews with company managers to get in-depth information about the effect of promotion. In addition, research also involves literature studies to understand further about the problems under study. In data analysis, the methods used include multiple regression analysis, the coefficient of determination (R²), as well as the f and t tests.

Data Analysis

The results showed that based on the F test, the null hypothesis (HO) was rejected and the alternative hypothesis (Ha) was accepted, which means that advertising and personal sales simultaneously had a significant effect on sales volume at Bistronomix Cafe Medan Deli. From the test results, advertising has a significance value of 0.036 (α <0.05) and private sales of 0.009 (α <0.05), which shows that the two variables contribute significantly to the sales volume. However, the coefficient of determination test shows the value of R² of 0.243, which means that the ANZ credit card promotion mix only contributed 24.3% to the sales volume of Bistronomix Cafe. The remaining 75.7% of the sales volume is influenced by other variables that are not observed in this study.

Analysis of the Effect of Promotion Mix

From the results of this study, we can conclude that the promotion mix, especially through Anz credit cards, has a positive but relatively small impact on increasing sales. This shows that although the promotions offered are attractive to consumers, there are still other factors that contribute greater to their purchasing decisions.

Factors Affecting Sales Volume

Other factors that might affect sales volume at Bistronomix Cafe include food quality, customer service, strategic location, and brand reputation. Therefore, Bistronomix Cafe should not only depend on credit card promotion, but also pay attention to other aspects that can attract consumers.

Increasing the Effectiveness of Promotion Mix

In order to increase the effectiveness of the promotion mix, Bistronomix Cafe can explore cooperation with various online platforms to offer more diverse promos. For example, working with food delivery applications or providing discounts for reservations on the spot. Thus, it is hoped that Bistronomix Cafe can attract more customers and increase its sales volume significantly.

Conclusion

It is important to remember that promotion is one element of the marketing mix. Therefore, each promotion strategy must be equipped with a more holistic and integrated marketing approach in order to provide optimal results. In the long run, continuous evaluation and adaptation to marketing strategies will be very important to face increasingly fierce competition challenges in the culinary industry.

Recommendations

Based on the findings of this study, the following recommendations are made:

Bistronomix Cafe should not only depend on credit card promotion, but also pay attention to other aspects that can attract consumers, such as food quality, customer service, strategic location, and brand reputation.
Bistronomix Cafe can explore cooperation with various online platforms to offer more diverse promos, such as working with food delivery applications or providing discounts for reservations on the spot.
Continuous evaluation and adaptation to marketing strategies will be very important to face increasingly fierce competition challenges in the culinary industry.

Limitations of the Study

This study has several limitations, including:

The study only focuses on the effect of ANZ credit card promotion mix on increasing sales volume at Bistronomix Cafe Medan Deli.
The study does not consider other factors that might affect sales volume, such as food quality, customer service, strategic location, and brand reputation.
The study only uses multiple regression analysis, the coefficient of determination (R²), as well as the f and t tests in data analysis.

Future Research Directions

Future research can build on the findings of this study by:

Investigating the effect of other factors, such as food quality, customer service, strategic location, and brand reputation, on sales volume at Bistronomix Cafe Medan Deli.
Examining the effectiveness of different promotion strategies, such as working with food delivery applications or providing discounts for reservations on the spot.
Conducting a longitudinal study to examine the long-term effect of ANZ credit card promotion mix on increasing sales volume at Bistronomix Cafe Medan Deli.

Q: What is the main objective of this study?

A: The main objective of this study is to find out how significant the influence of the ANZ credit card promotion mix on increasing sales volume at Bistronomix Cafe Medan Deli.

Q: What methods were used in this study?

A: This study used field research methods to collect primary data, including direct observations and interviews with company managers. Literature studies were also conducted to understand further about the problems under study. In data analysis, multiple regression analysis, the coefficient of determination (R²), as well as the f and t tests were used.

Q: What were the results of this study?

A: The results showed that advertising and personal sales simultaneously had a significant effect on sales volume at Bistronomix Cafe Medan Deli. However, the ANZ credit card promotion mix only contributed 24.3% to the sales volume of Bistronomix Cafe.

Q: What are the limitations of this study?

A: This study has several limitations, including:

The study only focuses on the effect of ANZ credit card promotion mix on increasing sales volume at Bistronomix Cafe Medan Deli.
The study does not consider other factors that might affect sales volume, such as food quality, customer service, strategic location, and brand reputation.
The study only uses multiple regression analysis, the coefficient of determination (R²), as well as the f and t tests in data analysis.

Q: What are the recommendations of this study?

A: Based on the findings of this study, the following recommendations are made:

Bistronomix Cafe should not only depend on credit card promotion, but also pay attention to other aspects that can attract consumers, such as food quality, customer service, strategic location, and brand reputation.
Bistronomix Cafe can explore cooperation with various online platforms to offer more diverse promos, such as working with food delivery applications or providing discounts for reservations on the spot.
Continuous evaluation and adaptation to marketing strategies will be very important to face increasingly fierce competition challenges in the culinary industry.

Q: What are the future research directions of this study?

A: Future research can build on the findings of this study by:

Investigating the effect of other factors, such as food quality, customer service, strategic location, and brand reputation, on sales volume at Bistronomix Cafe Medan Deli.
Examining the effectiveness of different promotion strategies, such as working with food delivery applications or providing discounts for reservations on the spot.
Conducting a longitudinal study to examine the long-term effect of ANZ credit card promotion mix on increasing sales volume at Bistronomix Cafe Medan Deli.

Q: What are the implications of this study for Bistronomix Cafe?

A: The findings of this study have several implications for Bistronomix Cafe, including:

Bistronomix Cafe should not only depend on credit card promotion, but also pay attention to other aspects that can attract consumers, such as food quality, customer service, strategic location, and brand reputation.
Bistronomix Cafe can explore cooperation with various online platforms to offer more diverse promos, such as working with food delivery applications or providing discounts for reservations on the spot.
Continuous evaluation and adaptation to marketing strategies will be very important to face increasingly fierce competition challenges in the culinary industry.

Q: What are the implications of this study for the culinary industry?

A: The findings of this study have several implications for the culinary industry, including:

The importance of considering other factors, such as food quality, customer service, strategic location, and brand reputation, in addition to promotion, in order to attract consumers.
The need for continuous evaluation and adaptation to marketing strategies in order to face increasingly fierce competition challenges in the culinary industry.
The potential benefits of exploring cooperation with various online platforms to offer more diverse promos, such as working with food delivery applications or providing discounts for reservations on the spot.