THE EFFECT OF PRICE AND PROMOTION ON INCREASING SALES AT THE EAST COFFEE  PANGALENGAN

Rindi Tri Utami; Dadang Munandar

doi:10.62567/micjo.v3i1.2122

Authors

Rindi Tri Utami Universitas Wanita Internasional Bandung
Dadang Munandar Universitas Wanita Internasional Bandung

DOI:

https://doi.org/10.62567/micjo.v3i1.2122

Keywords:

Price; Promotion; Increase in Sales; Coffee Shop; Marketing Strategy

Abstract

The coffee shop industry in Indonesia continues to grow alongside changes in consumer lifestyle, particularly in tourism areas such as Pangalengan, Bandung Regency. Despite having strong market potential, sales performance at The East Coffee has shown noticeable fluctuations. Sales records from November 2024 to October 2025 indicate that monthly revenue ranged from IDR 6,084,522 in March 2025 to IDR 10,726,758 in July 2025. This condition suggests that sales performance has not been stable and highlights the need to evaluate marketing strategies, especially pricing and promotion. This study aims to examine the effect of price and promotion on sales growth at The East Coffee Pangalengan. A quantitative approach with descriptive and verification methods was applied. The sample consisted of 72 respondents, selected using incidental sampling. Data were collected through structured questionnaires and analyzed using multiple linear regression with SPSS, including validity and reliability tests, classical assumption tests, t-tests, F-tests, and coefficient of determination analysis. The descriptive results show that Price (76%), Promotion (80%), and Sales Growth (74%) are perceived positively and categorized as strong. Verification analysis reveals that price has a positive and significant effect on sales growth (t = 8.017; Sig. = 0.000; β = 0.856), while promotion has a significant but negative effect (t = −2.346; Sig. = 0.022; β = −0.329). Simultaneously, price and promotion significantly influence sales growth (F = 90.421; Sig. = 0.000), with the model explaining 72.4% of the variance in sales growth (R² = 0.724).

These findings indicate that sales growth at The East Coffee is more strongly driven by appropriate pricing perceptions, while promotional strategies require improvement to achieve more consistent and sustainable sales performance.

Downloads

Download data is not yet available.

References

Book

Kotler, P., & Armstrong, G. (2020). Principles of marketing (18th ed.). Pearson Education.

Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson.

Raymond, R., Sampe, F., Nurmansyah, N., Yulianti, N. L. P. N., Girsang, N. M., Subarkah, C., Lubis, L. N. F., Hermanto, H., Erita, E., Ernawati, T., Pristiyanto, P., & Kholilah, K. (2023). Pengantar administrasi bisnis. Penerbit Gita Lentera. (Editor: V. N. Sari).

Saragih, L., Banjarnahor, A. R., Anggraini, N., Sudarso, A., Muliatie, Y. E., Lie, D., Purnomo, Y. J., Purba, B., Sudarmanto, E., Kuswandi, S., & Prasetio, A. (2022). Strategi manajemen pemasaran. Yayasan Kita Menulis.

Sugiyono. (2023). Metode penelitian kuantitatif, kualitatif, dan R&D (3rd ed.). Alfabeta.

Uluwiyah, A. N. (2022). Strategi bauran promosi (promotional mix) dalam meningkatkan kepercayaan masyarakat. CV Multi Pustaka Utama.

Journal

Abbas, M., Minarti, A., & T., U. (2022). Pengaruh Promosi terhadap Peningkatan Penjualan pada Toko Sulawesi Soppeng. Jurnal Ilmiah METANSI "Manajemen dan Akutansi", 49-56.

Ardhinur, Harahap, M. I., & Rahma, T. I. F. (2025). The effect of marketing costs and product prices on increase in sales at Syanum Coffee Aceh Tamiang. International Journal of Community Engagement Payungi,314-326 .

Asriani, A., Putri, N., Kurniawan, S., & Sani, A. (2022). Pengaruh Personal Selling terhadap Peningkatan Penjualan Alat Tulis pada CV. Etalase Mitra Jaya di Wajo pada Masa Lockdown Pandemi Covid 19 . Amkop Management Accounting Review (AMAR), 13-19.

Astuti, & Muhajirin. (2022). Analisis strategi penetapan harga dan promosi dalam meningkatkan volume penjualan pada Foodbox. Jurnal Bisnis dan Ekonomi, 492-498.

Erislan. (2024, hlm. 367). Analysis of Marketing Management Strategies in Facing Dynamic Consumer Behavior in the Digital era. Analysis of Marketing Management Strategies, 365-372.

Fahrezi, A., & Tanjung, A. A. (2024).. The Influence of Personal Selling and Promotion on Increasing Sales Through Brand Image in MSMEs Medan Food Court. Jurnal Manajemen (Edisi Elektronik), 520-533.

Faruqui, M. F., Hassan, M. K., & Hoque, M. A. (2022). Effectiveness of Sales Promotion: Can Brand Loyalty be Achieved? International Journal of Business and Social Reseach, 14-21.

Fatih, M. R. I., Winarso, W., & Anas, H. (2023). Pengaruh Promosi dan Harga Terhadap Keputusan Pembelian Konsumen pada Kedai Kopi Kawula Muda Bekasi Timur. Jurnal Economia, 2756-2774.

Fitriyani, S., & Tukiran, M. (2024). The Role of Marketing Management in Building Long Term Customer Value (Literature Review). International Journal of Multidisciplinary Research and Literature (IJOMRAL), 756-767.

Fristy, P. (2021). Pengaruh promosi penjualan dan harga terhadap peningkatan penjualan pada PT. Ori. Juripol Jurnal Institusi Politeknik Ganesha Medan, 240-244.

Fu’adayati, I. F., & Aswad, M. (2022). Pengaruh kualitas produk, harga, dan promosi terhadap volume penjualan pakaian thrifting di toko Thriftshop Sidoarjo. J-CEKI: Jurnal Cendekia Ilmiah, 1(3), 169–177.

Gunawan, G., & Maddinsyah, A. (2025). Pengaruh Harga dan Promosi terhadap Keputusan Pembelian Bihun 3Q pada Distributor PT. Mahesa Wijaya Pratama Kota Bandung. Indonesian Journal of Social Science and Education (IJOSSE), 789-796.

Hamid, R. S., & Lantara, N. F. (2023). Gender dan Kewirausahaan: Menelisik Keputusan Memulai Bisnis UMKM. Nobel Management Review, 423-432.

Harahap, R., & Situmorang, A. (2023). Influence of price promotion and discounts on sales. Jurnal Ekonomi, Bisnis & Entrepreneurship, 26–34.

Hendratni, T. W., & Sudarmaji, E. (2024). Strategi penetapan harga dan promosi dalam meningkatkan penjualan nasi box diet merah. Capacitarea: Jurnal Pengabdian Kepada Masyarakat, 4(3), 93–99.

Iskandar, R., & Suarsih, E. (2022). Pengaruh Promosi terhadap Peningkatan Penjualan. Jurnal Manajemen , Bisnis dan Kewirausahaan, 1-8.

Lestari, A. D., & Nuratri, B. (2025). Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian Kopi Janji Cabang Ujung Berung Kota Bandung. Indonesian Journal of Social and Education (IJOSSE), 660-668.

Mangarengi, M. N. A., Akob, M., & Hasbiyadi. (2024). Pengaruh harga dan promosi terhadap peningkatan penjualan dimediasi keputusan pembelian semen Bosowa Maros. Digital Business: Tren Bisnis Masa Depan, 15(4), 225–236.

Muchlis, A., Nirwana, S., & Yulianti, U. (2020). Pengaruh harga dan promosi terhadap peningkatan volume penjualan semen pada PT. Lamappa Jiwa Abadi Soppeng. Jurnal Ilmiah METANSI, 38-43.

Nurriqli, A., Asy’ari, A. H., Maisarah., & Kadir, A. (2024). The influence of price and promotion on increasing sales volume at PT Borneo Perkasa Medika in Banjar Regency. Archives of Business Research, 1–10.

Pandjaitan, R. H. (2024). The Social Media Marketing Mix Trends in Indonesia for 2024: Communication Perspective. Ikatan Sarana Komunikasi Indonesia, 251-269.

Rizki, S. S., & Aprianingsih, A. (2024. The Influence of Marketing Mix on Purchase Intention with Customer Attitude as a Mediating Variable (A Case Study of a New Men's Fashion Retail Business in Surabaya) . Jurnal Ilmiah Ekonomi & Bisnis, 2061-2074.

Robiah, A. S. I., & Achmad, A. Z. (2025). Pengaruh Harga dan Promosi terhadap Keputusan Pembelian Produk Konveksi PT.SISO Exstra Indonesia Kabupaten Bandung . Indonesian Journal of Social Science and Education (IJOSSE), 632-637.

Sinaga, A. R., & Husda, N. E. (2023). The effect of the marketing mix on purchase decisions and customer satisfaction . Journal of Community Service and Empowerment, 492-499.

Syahrizal, A., Usdeldi, & Noor, F. S. (2025). Pengaruh bauran pemasaran (produk, harga, tempat, promosi) terhadap volume penjualan di Cafe Shop Senyala Space Kota Jambi. Akuntansi Pajak dan Kebijakan Ekonomi Digital, 2(3), 247–263.

Wulandari, N., Suwarto, & Fuadi, S. (2021). Pengaruh harga, distribusi dan promosi terhadap volume penjualan motor Honda Beat (studi kasus pada PT. Tunas Dwipa Matra Tulang Bawang Barat). Jurnal Ilmu Manajemen Retail, 2(2), 79-85.

Internet

Subari, W. A. (2025). Konsumsi naik, kedai kopi diperkirakan 10 ribu. Media Indonesia.

Specialty Coffee Association of Indonesia (SCAI).(2022). Laporan perkembangan industri kopi indonesia tahun 2022. Jakarta: SCAI