PENGARUH PROMOSI TERHADAP OMSET PENJUALAN COFFE PADA UMKM NAPETO COFFE DI DESA NUPABOMBA

MSMEs play a crucial role in driving local economic growth; however, challenges in increasing sales turnover often hinder business sustainability. This study aims to analyze the influence of coffee product promotion on sales turnover at Napeto Coffee. The research location was purposively selected in Nupabomba Village, as Napeto Coffee is the sole producer of coffee products in the area. This quantitative research employs a causal-comparative approach, involving 30 consumers as respondents selected through purposive sampling. Primary data were collected through direct observations and interviews, while secondary data were obtained from literature and relevant institutions. Data were analyzed using simple linear regression. The results indicate that the research instruments are valid and reliable (Cronbach’s Alpha: Promotion = 0.808; Turnover = 0.899). The t-test yielded a t-value of 6.261 with a significance level of 0.000 (< 0.05), proving that promotion has a significant and positive effect on sales turnover. The R^2 value of 0.638 indicates that 63.8% of the variation in sales turnover can be explained by the promotion variable. These findings underscore the importance of promotional strategies in enhancing sales performance for MSMEs. Keywords: Promotion, Sales Turnover, MSMEs, Simple Linear Regression, Napeto Coffee.