HUBUNGAN ANTARA BIAYA PROMOSI DAN BIAYA DISTRIBUSI DENGAN VOLUME PENJUALAN PRODUK HANDICRAFT PADA PT SARINAH DI JAKARTA

Saputro, Wira Hadi (2013) HUBUNGAN ANTARA BIAYA PROMOSI DAN BIAYA DISTRIBUSI DENGAN VOLUME PENJUALAN PRODUK HANDICRAFT PADA PT SARINAH DI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

WIRA HADI SAPUTRO. Relationship Between Promotion Cost and Distribution Cost With Sales Volume Handicraft Product at PT Sarinah in Jakarta. Thesis, Jakarta: Commerce Education Program. Department of Economics and Administration, Faculty of Economics, State University of Jakarta. July 2013. Sales is a spearheading for the company, so that the gains or losses depending on the company's sales volume. Therefore, companies need the right strategy to increase sales volume, including through the promotion and distribution factors. Company promotion costs and distribution costs enough as a means to increase sales volume. This study aims to determine the relationship between the cost of promotion with sales volume, relationship between distribution costs with sales volume and relationship between the cost of promotion and distribution costs with sales volume at PT Sarinah (Persero). The data used are secondary data in the form of the semester starting in 2003 until 2012. Data were analyzed with descriptive statistics and parametric statistics include correlation, coefficient of determination, t test, F test and regression. From the calculation, the estimated value is known Lvalue error of Y on X1 and Ltable 0.087 for n = 20 at 0,198. Thus Lvalue < Ltable so it can be concluded that the error estimate of Y on X1 is normal. For the error estimates obtained Lvalue Y on X2 0.147 and 0.198 Ltable. From these calculations are known Lvalue < Ltable, which means that the estimated error of Y on X2 are normally distributed population. Then, the results of statistical calculation shows the regression equation y = 0.362 + 0.406 X1 is very significant, because the calculated Fvalue (87.274)> Ftable at α = 0.01, ie 8,825. As for the linearity test regression is calculated F value of 16.125, while the F-table value at α = 0.05 with 17 df numerator and denominator df 1 is 246.918. Therefore, the calculated value of F < F-table, then the regression equation above volume sales promotion costs are linear. The coefficient of determination (ry1²) = 0.829, which means 82.9% of the variation in sales volume can be explained by variations in the cost of promotion through the regression equation y = 0.362 + 0.406 X1. To test the significance of regression coefficients obtained F-value of 57.283 while the calculated value of F table at α = 0.01 is 8.825. Note that the calculation of the value of F calculated (57.283)> from the F table value (8.825), suggesting that the regression equation y = 0.597 + 0.507 X2 is very significant. As for the linearity test regression is known that the value obtained F value (27.325) < F table value at α = 0.05 with 17 df numerator and denominator df 1 (246.918). With these results, the form of the regression equation y = 0.597 + 0.507 X2 is linear. Significance of the correlation coefficient calculation results obtained tvalue = 7.569 > ttable = 2.878 at α = 0.01 it can be concluded that the correlation coefficient between the cost of distribution with significant sales volume. The coefficient of determination (ry2 ²) = 0.761 which means that 76.1% of variation or fluctuation in sales volume can be explained by variations in the cost of distribution through the regression equation y = 0.597 + 0.507 X2. Significance test based on the regression equation it can be concluded that the multiple regression equation y = 0.320 + 0.322 X1 + 0.119 X2 is very significant. Conclusions are based on the value of Fvalue (43.018)> Ftable (6,112). This means that there is a positive relationship between the cost of promotion and distribution costs together with sales volume. From the calculation of multiple correlation coefficient significance test Fvalue = 43.018 > Ftable = 6.112 can be concluded that the correlation coefficient between the cost of promotion and distribution costs together with the volume of sales that have a correlation coefficient (Ry.12) = 0.914 is very significant. Of the correlation coefficient can then known coefficient of determination (ry.12²) = 0.835, which means 83.5% of the variation can be explained by the volume of sales promotion costs and distribution costs through the regression equation y = 0.320 + 0.322 X1 + 0.119 X2. Based on report this study, the promotion cost and distribution costs need to be improved. Distribution budget needs to be increased each year, along with indepth analysis in order to choose a promotion strategy effectively and efficiently so that the results can be optimized to increase sales volume. The company also needs to increase the distribution cost in the annual budget that is balanced with select business lines and the proper distribution method, so the results can be optimized to increase sales volume.

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