The Influence of Marketing Mix Strategy on Increasing Sales of Organic Fertilizer PT. Rojo Koyo Manunggal Group

Abstract

Organic fertilizer producers operate in a competitive agricultural-input market in which product quality, price, distribution, and promotion may jointly shape sales performance. This study examined the effects of the four marketing-mix dimensions on the perceived increase in sales of organic fertilizer at PT Rojo Koyo Manunggal Group, Gresik Regency, Indonesia. A quantitative cross-sectional survey was conducted in June and July 2023. Using simple random sampling, 115 consumers were selected and completed a Likert-scale questionnaire. The data were evaluated through descriptive statistics, instrument checks, multiple linear regression, the Kolmogorov-Smirnov normality test, collinearity diagnostics, the Glejser test, partial t tests, an overall F test, and the coefficient of determination. Product (B = 0.267; p < 0.001), price (B = 0.113; p = 0.017), place (B = 0.210; p < 0.001), and promotion (B = 0.211; p < 0.001) each had a positive and significant association with sales performance. The model was significant (F = 266.984; p < 0.001), with R2 = 0.738 and adjusted R2 = 0.728. Product had the largest standardized coefficient, followed by promotion, place, and price. The results support an integrated marketing strategy that prioritizes product quality and availability while strengthening promotion, distribution access, and price-value communication. Because one Glejser coefficient was significant, the inferential results should be interpreted cautiously and verified with robust standard errors in future work.