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.
