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

Author

Listed:
  • 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)

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

Suggested Citation

  • Meryanti Saragih & Rifqah Harahap & Evi Novalin Bako, 2025. "The Impact of Product Innovation, Restaurant Atmosphere, and Promotion Strategies on Sales Performance: Evidence from Song Fa Bak Kut Teh Restaurant, Medan," Global Insights in Management and Economic Research, INSPIRETECH GLOBAL INSIGHT, vol. 1(3), pages 122-131, August.
    • Handle: RePEc:eof:igimer:v:1:y:2025:i:3:id:36
    DOI: 10.53905/Gimer.v1i03.21
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