<p>This study aims to contribute   to understanding about strategic role of sales promotion in increasing the number of sales of Vermox worm medicine products. The data used in this study is secondary data which includes sponsorship event costs, window displays, loyalty programs, gimmicks, and price discounts. Multiple linear regression analysis tool is used to show the effect of sales promotion costs on total sales. Hypothesis testing results show that there is a significant influence of Event Sponsorship and Discounts on the number of sales. Window displays, Loyalty and Gimmick Programs have no significant effect on the number of sales. The regression equation in this study is Y1 = 0.071X1 - 0.001X2 - 9.563X3 - 0.001X4 + 0.038X5.</p>

Tujuan dilakukannya penelitian yakni menguji kualitas produk, citra merek, dan harga terhadap meningkatkan keputusan suatu pembelian produk PT Unilever Indonesia Tbk di Kota Semarang. Penelitian ini memiliki hipotesis yaitu harga, kemudian citra merek, serta kualitas produk bepengaruh terhadap keputusan pembelian produk PT Unilever Indonesia Tbk Kota Semarang. Penelitian dibantu dengan kuesioner guna melakukan pengumpulan data, dan analisis yang dilakukan dengan SPSS22, dimana mencakup pengujian validitas, realibilitas, normalitas, asumsi klasik, dilanjut analisis linier berganda, uji t atau pengujian hipotesis dan yang terakhir uji R2 atau pengujian koefisien determinasi. Penggunaan sampel sebanyak 96 responden yang diperoleh berdasarkan metode purposing random sampling. Berdasarkan uji yang dilakukan kualitas produk dan citra merek memiliki pengaruh positif signifikan, dan yang terakhir harga mempengaruhi namun dampaknya kecil terhadap keputusan pembelian produk PT Unilever Indonesia Kota Semarang.

<p><em>The objectives of this research were to examine the effect of market orientation and entrepreneurial orientation toward firm performance. The populations of this study were small and medium enterprises (SMEs) in Demak regency. The sample were the furniture industry SMEs. This is a survey type of questionnaire based research. Sample size of the study is 86 and the data collection technique with purposive sampling. </em><em>The data analysis used was PLS (Partial least Square). The research result showed that market orientation and entrepreneurial orientation have a positive effect on firm performance. It was evident that market orientation and entrepreneurial </em><em></em></p>