ANALYSIS OF THE INFLUENCE OF LABELING AND PRICE ON MARKET SHARE OF TEH KOTA BEVERAGE PRODUCTS IN NGIMBANG DISTRICT

Abstract

This study aims to determine the effect of labeling and price on market share of Teh Kota beverage products in Ngimbang District. This type of research is quantitative research. The population in this study were the people of Ngimbang District who had at least more than 1 time purchased Teh Kota products. The sampling technique used the purposive sampling method with the Lemeshow formula so that a sample size of 96 respondents was obtained. The data collection technique used an online questionnaire distribution via Google Form which had been tested for validity and reliability. The data analysis technique used the classical assumption test, multiple linear regression, coefficient of determination, t-test, and f-test using the SPSS 25 program. The results of this study stated that the Labeling and Price variables were significant predictors in increasing market share simultaneously. However, partially only the labeling variable influenced market share. Thus, both are important in determining how a product is purchased and used by consumers in the market. However, only existing labeling has a significant impact on market share