Peran Word of Mouth dan Kualitas Produk dalam Meningkatkan Volume Penjualan Keripik Sambal di Desa Sosopan, Kecamatan Padang Bolak, Kabupaten Padang Lawas Utara

Abstract

This study aims to determine the effect of word of mouth promotional strategies and product quality on
the sales volume of chili chips in Sosopan Village, Padang Bolak District, North Padang Lawas Regency. The
study used a quantitative method with a sample of 100 respondents, and data analysis through multiple linear
regression. The results showed that word of mouth promotional strategies and product quality had a positive and
significant effect, both partially and simultaneously, on sales volume. Thus, increasing promotional effectiveness
and product quality are important factors in increasing sales of chili chips.
Keywords: Word of Mouth, Product Quality, Sales Volume.