ANALISIS PENGARUH BIAYA BAURAN PROMOSI TERHADAP VOLUME PENJUALAN PADA PT. SUKA FAJAR LTD PEKANBARU

Abstract

The research was conducted on PT.Suka Fajar Ltd pekanbaru, which is located in Jalan Soekarno-Hatta Arengka Pekanbaru. The aim of this study was to determine whether the cost of the promotional mix has an influence on sales volume and which variables are the most dominant influence on sales volume. This study uses Cost Promotion Mix consisting of an advertising cost (X1), personal selling cost (X2), sales promotion cost (X3), publicity cost (X4), as the independent variable while the volume of sales (Y), as the dependent variable. Data analysis was performed using multiple linear regression (multiple regression) with SPSS Version 17. These results indicate that, the promotion mix Cost (Advertising Cost, Personal Selling Cost, Sales Promotion Cost, Publicity Cost) simultaneously significantly influence sales volume. From the partial test results obtained that the advertising cost, personal selling cost and sales promotions cost affect the sales volume, while the partial publicity costs have no effect on sales volume.