Triana Meidiawati
221104012071

Penelitian ini dilatarbelakangi oleh pentingnya Volume Penjualan di tengah
persaingan industri kosmetik yang semakin ketat, sehingga perlu diketahui
pengaruh Strategi Marketing Public Relations dan Direct Selling terhadap Volume
Penjualan Produk Wardah di Kota Bgor. Tujuan dari penelitian ini yaitu untuk
mengetahui bagaimana pengaruh Strategi Marketing Public Relations dan Direct
Selling terhadap Volume Penjualan Produk Wardah di kota Bogor. Dalam
penelitian ini menggunakan metode kuantitatif dengan penentuan sampel
menggunakan rumus lemeshow yang menggunakan teknik purposive sampling.
Data diperoleh melalui kuesioner dengan sekala Likert, didapat jumlah sampel 100
responden. Untuk analisis data menggunakan bantuan program SmartPLS versi 4.0.
Berdasarkan hasil uji penelitian Marketing Public relations berpengaruh positif dan
signifikan terhadap Volume Penjualan dengan nilai koefisien sebesar 0.496, t
statistic 5.427 dan p-value 0.000. Direct Selling berpengaruh positif dan signifikan
terhadap Volume Penjualan dengan nilai koefisien sebesar 0.372, t-statistic sebesar
3.891 dan p-value 0.000 Koefisen determinasi (R²) sebesar 0,626 menunjukkan
bahwa 62,6% Volume Penjualan dapat dijelaskan oleh Marketing Public Relations
dan Direct Selling yang baik untuk meningkatkan Volume Penjualan pada industri
kosmetik Produk Wardah.
Kata Kunci: Marketing Public Relations, Direct Selling, dan Volume Penjualan.


This study is motivated by the importance of sales volume in the increasingly
competitive cosmetics industry, making it necessary to examine the influence of
Marketing Public Relations and Direct Selling strategies on the sales volume of
Wardah products in Bogor City. The purpose of this study was to determine the
influence of Marketing Public Relations and Direct Selling strategies on the sales
volume of Wardah products in Bogor City. This study used a quantitative method
with sample determination using the Lemeshow formula and purposive sampling
technique. Data were collected through questionnaires using a Likert scale, with a
total sample of 100 respondents. Data analysis was conducted using SmartPLS
version 4.0. Based on the research results, Marketing Public Relations had a
positive and significant effect on Sales Volume with a coefficient value of 0.496, t
statistic of 5.427, and p-value of 0.000. Direct Selling also had a positive and
significant effect on Sales Volume with a coefficient value of 0.372, a t-statistic of
3.891, and a p-value of 0.000. The coefficient of determination (R²) of 0.626
indicates that 62,6% of the variation in sales volume can be explained by Marketing
Public Relations and Direct Selling. These findings highlight the importance of
effective Marketing Public Relations and Direct Selling strategies in increasing
sales volume in the Wardah cosmetic industry.
Keywords: Marketing Public Relations, Direct Selling, and Sales Volume.