The Effect of Price Discounts and Sales Promotions on the Increase of Medicine Sales Volume at PT MBF Surabaya

Authors

  • Suprihono Suprihono STIE PEMUDA Surabaya, East Java, Indonesia
  • Komarun Zaman STIE PEMUDA Surabaya, East Java, Indonesia
  • Devangga Putra Adhitya Pratama STIE PEMUDA Surabaya, East Java, Indonesia

DOI:

https://doi.org/10.38035/dijms.v7i1.5576

Keywords:

Price Discount, Sales Promotion, Sales Volume, Pharmaceutical Marketing, Consumer Behavior

Abstract

This study investigates the effect of price discounts and sales promotions on the sales volume of pharmaceutical products at PT. MBF Surabaya, a distributor operating in a competitive market environment. The research was motivated by fluctuating sales performance and the company’s reliance on discount schemes and promotional activities as key marketing strategies. The objective was to analyze the individual and combined influence of discounts and promotions on sales outcomes. A quantitative associative method was employed, using structured questionnaires distributed to 32 respondents consisting of marketing staff and customers, supported by internal sales data. Data were analyzed through multiple linear regression, validity and reliability testing, as well as classical assumption tests. The results revealed that both discounts and sales promotions significantly increase sales volume, with promotions contributing more strongly than discounts. Simultaneous testing showed that 72% of the variance in sales volume was explained by the two variables combined. The findings highlight the importance of integrating financial incentives with creative promotional strategies to sustain competitiveness.

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Published

2025-10-20

How to Cite

Suprihono, S., Zaman, K., & Pratama, D. P. A. (2025). The Effect of Price Discounts and Sales Promotions on the Increase of Medicine Sales Volume at PT MBF Surabaya. Dinasti International Journal of Management Science, 7(1), 199–208. https://doi.org/10.38035/dijms.v7i1.5576

Issue

Vol. 7 No. 1 (2025): Dinasti International Journal of Management Science (September - October 2025)

Section

Articles

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Copyright (c) 2025 Suprihono Suprihono, Komarun Zaman, Devangga Putra Adhitya Pratama

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