TA DIGITAL
Analisis pengaruh biaya promosi terhadap volume penjualan furniture pada CV erat Jati Semarang
CV Serat Jati is a company which produces furniture and handicraft. In the marketing activities, the company has to decide an accurate, effective, and efficient promotion activity with the aim of improving the sales volume at CV Serat Jati. In the promotion activities, CV Serat Jati uses personal selling, sales promotion, publicity and advertising to increase the sales volume.
The purposes of this research are to identify the promotion activities, to identify sales volume from the years of 2004 until the years of 2008, and to analyze the influence of promotion cost to the sales volume at CV Serat Jati Semarang.
The data used in the final report are primary and secondary data. The data were collected by observation, interviews, and literature studies. This report is written by analysis descriptive. The data were analyzed in multiple linier regression, coefficient correlation, and determination coefficient, ttest analysis, f-test analysis. The analysis was process constructively by SPSS 12.0 for windows. The result of regression analysis with the assistance of SPSS program indicates that Y= 1 2 3 30247.292 + 7.575X + 4.040X + 28.790X . Based on t test analysis, t value for personal selling cost is 1.293, and t table value is 2.3565 so t value < t table value. It means that personal selling cost doesn’t affect to the sales volume. On the other hand t value for sales promotion is 2.998>2.3565. It means that sales promotion cost have affect to sales volume and t value for advertising cost is 4.154>2.3565. It means that advertising cost have positive influence to the sales volume. Because of personal selling doesn’t have affect, so the new result of regression is Y=30247.292+4.040X2+28.790X3. The result of correlation analysis or R=0.997. It indicates that the promotion cost and sales volume has very strong correlation. The result of determination coefficient indicates R 2 =0.994. It means that 99.4 % of sales volume is influenced by promotion cost, while 0.6% is influenced by other factors such as price, product quality.
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