The Impact of Product Innovation, Restaurant Atmosphere, and Promotion Strategies on Sales Performance: Evidence from Song Fa Bak Kut Teh Restaurant, Medan

Meryanti Saragih, Rifqah Harahap and Evi Novalin Bako
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Meryanti Saragih: Sekolah Tinggi Ilmu Ekonomi International Business Management Indonesia
Rifqah Harahap: Sekolah Tinggi Ilmu Ekonomi International Business Management Indonesia
Evi Novalin Bako: Sekolah Tinggi Ilmu Ekonomi International Business Management Indonesia

Global Insights in Management and Economic Research, 2025, vol. 1, issue 3, 122-131

Abstract: Purpose of the study: The intensifying competition in the restaurant industry necessitates comprehensive marketing strategies to enhance sales performance. This study investigates the influence of product innovation, restaurant atmosphere, and promotional strategies on sales volume. This research aims to examine the partial and simultaneous effects of product innovation, restaurant atmosphere, and promotion on sales volume at Song Fa Bak Kut Teh Restaurant in Medan, Indonesia. Materials and methods: A quantitative approach was employed using incidental sampling to select 100 respondents from a population of 28,207 customers. Data were collected through structured questionnaires and analyzed using multiple linear regression analysis with SPSS version 25. Validity, reliability, normality, multicollinearity, and heteroscedasticity tests were conducted to ensure data quality. Results: The regression analysis yielded the equation Y = 4.231 + 0.213X₁ + 0.354X₂ + 0.098X₃. Product innovation (t = 2.318, p = 0.023), restaurant atmosphere (t = 4.615, p

Keywords: product innovation; restaurant atmosphere; promotion strategies; sales volume; marketing mix; hospitality management (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eof:igimer:v:1:y:2025:i:3:id:36

DOI: 10.53905/Gimer.v1i03.21

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