IMPLEMENTATION OF PROMOTIONAL MIX TO INCREASE THE NUMBER OF CUSTOMERS AND HOME BUSINESS INCOME DURING PANDEMIC COVID 19

Abstract

This research is inspired by the increasing number of creative actions carried out by home
business people who have to maintain their business income during the pandemic. This
creativity appears, to increase the number of customers in order to increase home business
income. Finally, some home businesses develop their business by promoting their products
through online media, such as social media, collaboration with online distributors, giving
discount, or promotion through WAG. This study aims to analyze the effect of implementing a
promotional mix on increasing the number of customers and home business income during the
pandemic. This research applies quantitative research. The respondents are 35 home businesses
spread over 3 (three) Regencies. The data collection technique used a questionnaire sent via
googleform. Data analysis using Path Analysis with SPSS ver. 22.00. The sampling technique
using random sampling with exogenous variables is the promotional mix implementation (X);
exogenous variable is income (Y); and the intervening variable is the number of customers (Z).
The results of the study conclude that (1) the variable of the promotional mix implementation
has a significant effect on increasing the number of customers as evidenced by the value of sig.
0.000; and the value of 0.447; (2) the variable number of customers has a significant effect on
revenue as evidenced by the value of sig. 0.000; and the value of 0.545; (3) the implementation
variable of the promotional mix has no significant effect on revenue as evidenced by the value
of sig. 0.433.
Keywords: Promotional Mix; Number of customers; Income