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This article aims to explain the increase in the price of essential goods during the Covid 19 pandemic on the sales turnover of the dawn market traders Seram street in Palangka Raya. The research method used is a quantitative research using descriptive factors. The results of this study indicate that the correlation between the increase in sales turnover price is 0.458. Based on the interpretation of the correlation coefficient of r-value, 0.458 is a “strong enough” relationship level. It shows that there is a strong enough relationship between price increases and sales turnover. In addition, the significance between the price increase variable (X) and the sales turnover variable (Y) is 0.001. Based on the decision rule of the hypothesis, the probability value of 0.05 is greater or equal to the probability value of Sig. Or (0.05 ≥ 0,000), it is concluded that the variable price increase (X) affects the sales turnover variable (Y).
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