THE INFLUENCE OF MARKETING MIX ON SALES VOLUME AT RIZQI STORE, TAWANGSARI VILLAGE, GARUM DISTRICT, BLITAR REGENCY

More and more needs make people’s demand and purchasing power also increase. Therefore, the title of this research is The Effect of Marketing Mix Strategy on Increasing Sales Volume at Rizqi Store, Tawangsari Village, Garum District, Blitar Regency. The research method used is the quantitative research method. The population used is all consumers who buy at Rizqi Store, Tawangsari Village, Garum District, Blitar Regency with a sample size of 80 respondents and sampling techniques using simple random sampling. The data collection technique used a questionnaire and data analysis was assisted by the SPSS Statistics 26 application. Based on the results of this study, product


INTRODUCTION
The role of marketing strategy is inseparable from the marketing mix used because the marketing mix or commonly referred to as the marketing mix is a set of marketing tools used to achieve the goals of a business.In marketing a product, a good marketing method is needed.Without a well-planned and well-organized marketing strategy, the business objectives that have been set from the start will not be achieved.By carrying out this marketing or marketing process, the products we sell can be recognized in the market and can be an option for consumers so that many people buy products.
According to Kotler and Armstrong (2008 as citated in Azhar et al., 2018), to measure the marketing mix, it can be seen from product, price, place, and promotion.The marketing mix JOSAR Vol.8 No.2 September 2023 ISSN: 2502-8521 (Print) / 2503-1155 (Online) DOI: https://doi.org/10.35457/josar.v8i2.3096strategy pays attention to four things, the first of which concerns products that can meet consumer needs, provide benefits, and can create consumer satisfaction.The second concerns the price by the quality of the goods provided.The third concerns the strategic distribution location which is easily accessible by public transportation or private vehicles.The fourth is related to promotions carried out through social media and print media.Product, price, place, and promotion variables are a combination that has the same role and is a unity to support the success of a business.Therefore, these variables can be used by the company concerned to develop an effective marketing strategy.Business actors can apply the marketing mix to be able to maintain and advance their business.The components contained in the marketing mix strategy are expected to make consumers feel satisfied with the products that have been purchased (H.P. Sari et al., 2022).This consumer satisfaction has an impact on increasing sales which will make the business continue to grow well.
A business can be said to be growing if it has a sales graph that jumps upwards continuously every month.The success of a business can be seen from the achievement of the goals that were planned at the beginning of the business.Business goals must be driven by the vision that has been set.Sales are the backbone of trading business in developing a business to obtain more profit.
The strategy that has been carried out by Rizqi Store, Tawangsari Village, Garum District, Blitar Regency so far has included four components in the marketing mix.In terms of product quality, the necessities are quality and complete.With good product quality and completeness, pricing at Rizqi Store is quite affordable because this store serves purchases in large or small quantities.If you buy goods in larger quantities, you will be given wholesale prices.In terms of location, this store is strategic and easy to find because it is on the main highway which is the center of the crowd.In addition, this location is easily accessible by public transportation or private vehicles.In terms of promotions carried out, Rizqi Store uses Facebook and WhatsApp social media to advertise the products sold and relies on a strategic location.
Every day this store is always crowded with many people so that its products are well known to people in various regions.
Rizqi Store has implemented a marketing mix strategy in terms of product, price, place, and promotion.However, even though the marketing mix strategy has been implemented, the sales volume of the Rizqi Store fluctuates.
Based on the phenomenon of the problem above, the researcher is interested in knowing whether the marketing mix strategy implemented will be able to increase the sales volume of the wholesale trade business.

Strategy
A strategy is a way to help and make it easier to solve problems (Hanevie, 2023), besides that strategies are concrete steps that can solve problems (Arrafi, 2021).

Marketing Mix
A marketing mix is a marketing mix that can be used by companies to create sales for the intended target market (Poluan et al., 2019b).The marketing mix is product, price, place, and promotion (Triwulandari & Zuhri, 2022).Companies must harmonize the four marketing mixes to achieve the desired level of sales.The following are the elements of the marketing mix, among others:

Product
According to Assauri (2015 as citated in (D. A. T. Sari & Giantari, 2020), a product is anything that can be offered to the market for attention, ownership, use, or consumption, which includes physical goods, services, personalities, places, organizations, and ideas or thoughts.The factors contained in the product are quality or quality, appearance, existing choices, brand style, packaging, size, type, variety, guarantee, and service (Listyawati, 2016).

Price
Price according to Basu Swastha is the amount of money (plus some goods if possible) needed to get several combinations of goods and services (Wilujeng et al., 2020).Price is a very critical element in the marketing mix because consumers are very concerned about the value they get in exchange (Ansari, 2015).

Place
The location or place of distribution is a channel used by producers to distribute these goods from producers to consumers or industrial users (Kurniastuti & Nurinda, 2023).So to ensure that consumers are loyal to using our products (Agrippina & Suratnoaji, 2022), producers must endeavor in such a way that in the distribution process, the product can reach consumers (Listyawati, 2016).

Promotion
Promotion is a component used to inform and influence the market for the company's products so that the market can find out about the products produced by the company (Purnama & Kartika, 2022).The activities included in promotional activities are advertising, personal selling, sales promotion, and publicity (Rochmana et al., 2022).
Promotion here is related to the amount of promotional costs and promotional activities to  (Nerissa, 2021).The expected goal of promotion is that consumers can find out about the product and ultimately decide to buy the product (Putri et al., 2015).

Sales Volume
Sales are the main purpose of carrying out company activities.Companies, in producing goods/services, have the ultimate goal of selling these goods/services to the public (Zainuddin et al., 2020).Therefore, sales play an important role for the company so that the products produced by the company can be sold and provide income for the company.Sales made by the company aim to sell the goods/services needed as a source of income to cover all costs to make a profit (Poluan et al., 2019a).
Sales activity is an activity that must be carried out by the company by marketing its products in the form of goods or services.Sales activities carried out by the company aim to achieve the expected and profitable sales volume to achieve maximum profit for the company (Putri et al., 2015).
Sales volume is an achievement expressed quantitatively in terms of physical or volume or units of a product.Sales volume is something that indicates the rise and fall of sales and can be expressed in units, kilos, tons, or liters.
Sales volume is the total amount generated from the sale of goods.The greater the amount of sales generated by the company, the greater the possibility of profit that the company will generate (Fatmawati et al., 2018).Therefore, sales volume is one of the important things that must be evaluated for the possibility of the company not losing money.So, profitable sales volume should be the main goal of the company rather than for the benefit of the sales volume itself (Zainuddin et al., 2020).

METHODS
The research method used is quantitative research methods.

The Validity Test
In the validity test, all data has been declared eligible and it can be said that the data is valid.From the number of respondents, it can be seen that rtable is 0.2199, which is taken from the calculation (df = n-2 = 80-2 = 78) with an alpha of 5%.If rcount> rtable then the questionnaire question is declared valid.The following validity test results can be seen in Table 1:

The Multicollinearity Test
In the multicollinearity test, it is known that the tolerance value on all variables >0.1 and the VIF value on all variables <10, so there is no multicollinearity between the independent variables in the regression model.Can be seen in Table 4 below:

The Heteroscedasticity Test
a.
The Scatter Plot graph shows the points spread evenly above and below the number 0 on the Y-axis and does not form any pattern.Can be seen in Figure 1 below: The Glejser test shows that the significance value (Sig) ≥ 0.05, so there is no heteroscedasticity.Can be seen in

The T-Test
In the T-test, if tcount < ttable or sig> 0.05 (5%) then Ho is accepted and Ha is rejected, while if tcount > ttable or sig < 0.05 (5%) then Ho is rejected and Ha is accepted.
Where the value of ttable can be seen in the statistical table at a significant 0.05 divided by 2 = 0.025 with degrees of freedom df = n-k-1 = 80-4-1 = 75, the results obtained for t table are 1.992.Based on the results of the T-test, the product and promotion variables have a significant effect on increasing the sales volume of Rizqi Store, and the price and place variables have no significant effect on increasing the sales volume of Rizqi Store.
Can be seen in

The F-Test
In the F-test, the value of Fcount> Ftabel is 22.587> 2.49, and the value of Sig.<0.05, namely 0.000 < 0.05.This means that together (simultaneously) there is a significant influence between product, price, place, and promotion on increasing the sales volume of Rizqi Store.Can be seen in Table 8 below:

CONCLUSIONS
The role of marketing strategy is inseparable from the marketing mix used because the marketing mix or commonly referred to as the marketing mix is a set of marketing tools used to achieve the goals of a business.In marketing a product, a good marketing method is needed.
Without a well-planned and well-organized marketing strategy, the business objectives that have been set from the start will not be achieved.Based on the results of research that has been conducted on the effect of marketing mix strategies on increasing sales volume at Rizqi Store, Tawangsari Village, Garum District, Blitar Regency, the final part of this study, the researcher can draw the following conclusions: (1) Product has a positive and significant effect on increasing sales volume at Rizqi Store, Tawangsari Village, Garum District, Blitar Regency.(2) Price has no effect and is not significant to increase sales volume at Rizqi Store, Tawangsari Village, Garum District, Blitar Regency.(3) Place has no effect and is not significant to increase

Figure 1
Figure 1 Heteroscedasticity Test using Scatter Plot Graphs b.The Glejser test shows that the significance value (Sig) ≥ 0.05, so there is no

ISSN: 2502-8521 (Print) / 2503-1155 (Online) DOI: https
Therefore, the title of this research is The Effect of Marketing Mix ://doi.org/10.35457/josar.v8i2.3096 The population used is all consumers who make purchases at Rizqi Store, Tawangsari Village, Garum District, Blitar Regency with a sample size of 80 respondents and sampling techniques using simple random sampling.The data collection technique used a questionnaire and data analysis was assisted by the SPSS Statistics 26 application.The analysis techniques used are validity test, reliability test,

Table 1
Validity Test Results

The Classical Assumption Test 4.2.1 The Residual Normality Test
In the residual normality test based on the results of the One-Sample Kolmogorov-Smirnov Test, the results obtained are 0.222, which means > 0.05.So it can be concluded that the data is normally distributed.Can be seen in Table3 below:

Table 3
Residual Normality Test Results c. Lilliefors Significance Correction.d.Based on 10000 sampled tables with starting seed 2000000.

Table 4
Multicollinearity Test Results

Table 6
Autocorrelation Test Results Table 7 below:

Table 7 T
-Test Results

Table 8
F-Test Results volume at Rizqi Store, Tawangsari Village, Garum District, Blitar Regency.(4) Promotion has a positive and significant effect on increasing sales volume at Rizqi Store, Tawangsari Village, Garum District, Blitar Regency.(5) Simultaneously or together, product, price, place, and promotion affect increasing sales volume at Rizqi Store, Tawangsari Village, Garum District, Blitar Regency. sales