THE EFFECT OF RISING FUEL PRICES, WORD OF MOUTH, THE MODERN MARKET PRESENCE AND PATTERN OF DISTRIBUTION IN MORO SENENG STORE SEMARANG

Abstract

Store Moro Seneng Semarang is a store that specializes in the sale of groceries and located at Jalan Rasamala No. 110 Banyumanik Semarang and Jalan Rasamala Timur No. 437 Banyumanik Semarang. In an effort to increase sales turnover turns Stores Moro Seneng Semarang experiencing problems, where the last 5 months of sales turnover of goods offered some items fluctuate. The fluctuation in sales turnover some basic food items sold by store Moro Seneng Semarang in August 2014 through the month of December 2014 allegedly motivated by the increase in fuel prices , the low word of mouth, the existence of a modern market and the lack of proper distribution pattern. The formulation of the problem in this research is how the store manager Moro Seneng Semarang increase sales turnover .
The population in this study are all consumers who come to shop groceries in the store Moro Seneng Semarang amounting to 575 people. The number of samples taken in this research was determined by simple random sampling method, where the number of respondents as many as 85 people.Data analysts technique used is multiple linear regression and hypothesis test (t test and F test). Based on the results of the analysis variables rising fuel prices provide the most dominant influence on the sales turnover compared to other variables . Variable increase in fuel prices and the existence of a modern market berengaruh positive and significant impact on sales turnover , due to the large value of t respectively, namely 3315 and 2594 > t table value 1.66342 . Variable word of mouth and distribution patterns are not positive and significant impact on sales turnover , due to the large t respectively 1,468 and 1,048 variable < t table value 1.66342. The increase in fuel prices, word of mouth, where the asr modern and distribution patterns simultaneously positive and significant impact on sales turnover , where tilapia F count 15 573 > F table 2:49 .

Keywords : rising fuel prices, word of mouth , the modern market presence and pattern of distribution