Pengaruh Biaya Bauran Promosi Terhadap Omzet Penjualan (Studi Kasus Pada PT Hero Sakti Motor Gemilang Pusat Malang)

M. Irwan Trias Saputra • Suharyono Suharyono • Kadarisman Hidayat
Journal article Jurnal Administrasi Bisnis S1 Universitas Brawijaya • September 2016

Download full text
(Bahasa Indonesia, 9 pages)

Abstract

PT Hero Sakti Motor Gemilang Pusat Malang is one of center dealers of Suzuki in Malang. One of the ways to increase sales turnover and market competition dealer must doing promotion mix including advertising, personal selling, sales promotion, and public relations.This study aims to describe the promotion activities and its correlation between promotion mix cost and sales turnover. This research is explanatory research. The location at PT Hero Sakti Motor Gemilang Pusat Malang at Jaksa Agung Suprapto No. 38 Malang. To collect the data, interview and documentation were carried out as the instrument. The analytical methods used are descriptive way, correlation, and double linear regression.The result show that promotion mix cost has average correlation toward sales turnover, with R value 0.533. Through double linear regression test, it shows that advertising cost gives negative effect toward sales turnover, personal selling cost gives positive significant effect to sales turnover, sales promotion cost and public relation cost have no significant and personal selling cost has dominant effect toward sales turnover. Due to the fact that personal selling cost has the most dominant effect, it's suggested that increases personal selling cost in order to get maximum result of sales turnover.

Metrics

  • 243 views
  • 112 downloads

Journal

Jurnal Administrasi Bisnis S1 Universitas Brawijaya

Jurnal Administrasi Bisnis S1 Universitas Brawijaya merupakan jurnal ilmiah yang memuat artikel b... see more