0 “THE INFLUENCE OF PROMOTIONAL COSTS AGAINTS THE MOTORCYCLES DEALER SALES OF HONDA CISALAK PT. DAYA ANUGRAH MANDIRI”.

Minggu, 23 Juni 2013


CHAPTER I
INTRODUCTION

1.1.      Background
Today economic business competition is increasing many coming and developing firms producing goods and services, especially automotive as vehicles in motorcycle. Many variant of motorcycle every year have innovations  developed along with the latest technological progress of automotive, sparking very tight competition among dealers and a motorcycles. Main problem that frequently encountered is an effort to sell goods and services produced that the consumer needs. The marketing is one of the most important for the sale of goods and services as a selling a life of an enterprise. To be a successful  marketing goods and the service companies should do marketing strategies and proper information for the consumers purchase products and became interested in potential, consumers so the company can gain maximum profit and maintain its survival.
In product markets and increase sales and marketing companies should use a proper hotchpotch. Marketing hotchpotch it consists of everything that can be undertaken by a corporation to affect its costumers to buy that product. The factors that consist of marketing is called 4P which is : product (produk), price (harga), place (tempat), dan promotion (promosi).
            Promotion is one of a good marketing hotchpotch to introduce a product to consumers. Promotion performed with the purpose to influence the excited consumers to purchase goods and services. In order to promote goes well, its required a right planning and organizing.
            Recognizing the importance of promotional costs in sales closely related in influencing magnitude sales volume products resulting and to deepen writer’s science research, so the writer trying to make a research about : “THE INFLUENCE OF PROMOTIONAL COSTS AGAINTS THE MOTORCYCLES DEALER SALES OF HONDA CISALAK PT. DAYA ANUGRAH MANDIRI”.


1.2.      Problem
Based on the background by way of then writing it can get a bottom line as follows :
1.      How does a promotion that could influence the sales on dealer of Honda Cisalak PT. Daya Anugrah Mandiri ?

2.      What is the most influential promotion to the sales on dealer of Honda Cisalak PT. Daya Anugrah Mandiri ?

1.3.      Purpose
The purpose of research conducted is as follows:
1.      Knowing a figure of  promotion can influence the sales on dealer of Honda Cisalak PT. Daya Anugrah Mandiri.

2.      Knowing a figure of promotion that the most influential the sales on dealer of Honda Cisalak PT. Daya Anugrah Mandiri.

1.1.      Advantage
            This research is made to be beneficial to writers, for the company and the society that need it.
1.4.1.   For Writer
            To find out what promotion that used by dealer of Honda Cisalak PT. Daya Anugrah Mandiri. And how influential on sales promotion, could add insight and make a good progress of science that has been taught in class session.
1.4.2.   For Company
            This research material is expected can provide advice to corporations on whether promotion exercised is effective in increasing sales marketing.

1.4.3.   For Society
            Could become a reference for other writers in similar research about promotion.

1.5.      Approach
In this article, the device of analysis which used by an writer is Multiple Linear, Correlation Coefficient, Test-T, Test-F and SPSS v19



CHAPTER II
DISCUSSION

2.1              Definition of Marketing
To win the competition, companies are required to adapt to the industrial environment in order to capture the large opportunities facing (Berta Lestari dan Aris Setia Noor, 2011) That is because the state of the market always changing every moment. The company is required to make a proper plan with the environmental conditions, because only with good marketing management planning will produce an optimum marketing performance.
Marketing is for marketers to conduct business activities in order to meet the needs of the market with goods or services, pricing, distribution, and promote it through the exchange process in order to satisfy customers and achieve company goals (Budiarto, 2008:2).
Marketing mix is a combination of four variables or activities that are at the core of the marketing system or set marketing tool used by companies to continuously achieve their marketing objectives in the target market consists of, namely: product, price, distribution and promotion.

2.2              Promotion
Promotion costitute one of the variables of the marketing mix, namely promotion tool which is incentive for the consumer to make a purchase immediately, generally are short term. Be personal and nonpersonal promotion.
Promotion is a marketing program that can be used by companies to attract the interest and desire of the consumer to the products offered by the company (Supariyani,2004).
Promotional activities must be in line with the marketing plan are directed and controlled the pace of the company to develop due to uncontrolled promotion will reduce the level of sales ( Mukodim, 2007).
According Buchari Alma (2009:181) the purpose of promotion is to inform, attract attention and increase sales further influence.

2.3              Promotion Mix
Some of the activities in the promotion in general there are four, namely advertising, personal selling, sales promotion, and publicity. The following explains about the existing activities in the promotion briefly.
1)      Advertising
Advertising is one of the many promotional activities conducted by firms or individuals. In this advertising parties (called links) should issue a fee or advertising in the media. The media used were: newspapers, magazines, radio, television, billboards.

2)      Personal selling
Personal selling is different promotional activities by advertising that it uses in its execution or an individual person, the individual - the individual who implements the so-called personal selling activities of salespeople (salesman). Thus, communication is done individually can be more flexible than the promotional tools other. This is due to the direct personal interaction between a potential buyer and a salesman, salesman can find out where the desires, motives, and behaviors of consumers as well as to see the reaction of consumers to the products offered by the company.

3)      Sales Promotion
Sales promotion is a variation of short-term incentives to encourage the purchase or sale of a product or in other words a form of promotion activities by organizing props such as demonstrations, exhibitions, demonstrations, etc.
4)      Publicity
Publicity is the number of information about a person, product or organization that disseminated to the public through the media at no charge, or without the supervision of a sponsor. On publicity, not the information contained in the form of advertising, but in the form of news. Typically, individuals or institutions who published not pay and can not keep an eye on the news disclosure.

2.4              Promotion Mix Analysis Products Motorcycle Honda
The campaign that produced by Honda Motorcycle Dealer Cisalak PT. Anugrah Mandiri power below from various aspects, such as:
1)      Advertising
     Advertising is a non-individual communication through various media by the company. Therefore, in selecting advertising media available, Honda Motorcycle Dealer Cisalak PT Daya Mandiri Anugrah choose carefully and meticulously to avoid wastage costs, so that the desired goal can be achieved.
 In introducing products that are in the promotional activities carried out by the use of advertising in various media, such as print ie, brochures, flyers, banners, banners.
2)      Sales Promotion
Sales promotion undertaken for a motorcycle product marketing activities in the form of direct persuasion through the use of a variety of ways that can be set to excite shoppers, as for the purpose of sales promotion is very diverse, through these activities Motorcycles Honda Power Cisalak PT Anugrah Mandiri can attract new customers, continue to encourage customers to buy it, influencing customers to try new products, seek more cooperation with pengercer to provide stimulus in the form of rebates and gifts. direct (jackets, t-shirts, gift items), exhibition, sale canvas Costs, Fees promotional assistance.



Tabel 4.7
Coefficients Iklan dan Sales Promotion Terhadap Penjualan

Coefficientsa
Model
Unstandardized Coefficients
Standardized Coefficients
t
Sig.
B
Std. Error
Beta
1
(Constant)
1.548E8
3.600E8

.430
.672
iklan
265.094
74.161
.460
3.575
.002
sales promotion
125.289
30.869
.523
4.059
.001
a. Dependent Variable: penjualan











Regression equation that can be seen on the coefficient, namely:
Y = 154.800.000 + 265.094 X1 + 125.289 X2
Where Y = X = sales and promotions
Constants of 154800000 states that if there is no cost of promotion, the sales amounted to Rp. 154.800.000,-
Regression coefficient for X1 265 094 states that any additions (because the + sign) Rp. 1, - sales promotion costs would increase by 265 094
Regression coefficient of X2 125 289 states that any additions (due to the + sign) Rp. 1, - sales promotion costs would increase by 125 289

R test to test the significance of the constants and the dependent variable, the cost of advertising and promotion expenses promotion sales promotion.

Hypothesis advertising
Hypothesis for this case is:
Ho1 = no significant influence between the Promotional Fee Advertising Sales Results.
Ha1 = no significant influence between the Promotional Fee Advertising Sales Results.
Decision Making
Basis for decision making are:
If the probability of> 0.05, then Ho is accepted
If probability <0.05, then Ho is rejected

Decision
Obtained from the test table 4.7 T count was 3,575 greater than T table at 2.07961 with Sig. T is a remote probability of 0.002 or below 0.05 then Ho is rejected, or significant regression coefficients or advertising campaign is really significant effect on sales.
Economic Analysis:
Based on these results it can be concluded, that the cost of the ad campaign is very influential on sales, so if the cost increases, the ad campaign will increase sales. This result is consistent with research conducted by  Mukodim  (2007) and Supariyani (2004) that the advertising campaign significantly influence sales results.

Hypothesis sales promotion
Hypothesis for this case is:
Ho2 = no significant influence between the Promotional Fee Sales Promotion Sales Results.
Ha2 = no significant influence between the Promotional Fee Sales Promotion Sales Results.

Decision Making
Basis for decision making are:
If the probability of> 0.05, then Ho is accepted
If probability <0.05, then Ho is rejected

 Decision
Obtained from the test table 4.7 T count was 4,059 greater than T table at 2.07961 with Sig. T is a remote probability of 0.001 or below 0.05 then Ho is rejected, or significant regression coefficients or promotion sales promotion really significant effect on sales.
Economic Analysis:
Based on these results it can be concluded, that the cost of promotion sales promotion influence on sales, so if the cost increases, promotion sales promotion sales will increase. This result is consistent with research conducted by  Mukodim (2007) and Supariyani (2004) that the promotion sales promotion sales significantly influence the results.

                                                     CHAPTER III
CONCLUSION

Based on the hypothesis that has been described above, the overall variable promotion Advertising and sales promotion in the form of very influential on increasing sales Cisalak honda motorcycle dealer. The degree of influence of the variables shown simultaneously with the sale of F count of 48.694 with a significance level of 0.002. Due to the significance level is much below the 0.05 Advertising and sales promotion variables affects the increased sales Cisalak honda motorcycle dealer. Based on the calculation of the variable is the ad campaign than the campaign's most influential sales promotion to increase sales Cisalak honda motorcycle dealers, as shown by the constant value of 265.094.


                                                     CHAPTER IV
BIBLIOGRAPHY

Alma, Buchari. 2009. Manajemen Pemasaran dan Pemasaran Jasa. Bandung: CV Alfabeta.
Budiarto, Teguh. 2008. Dasar Pemasaran Seri Diktat Kuliah. Depok: Universitas Gunadarma.

Kotler, Philip. 2006. Manajemen Pemasaran, Analisis, Perencanaan, Implementasi Dan Kontrol. Edisi Bahasa Indonesia Jilid 2. Jakarta: PT Prenhallindo.

Lestari, Berta dan Aris Setia Noor. 2011. Analisis Keputusan Bauran Promosi Yang Mempengaruhi Proses Pembelian Konsumen Pada Perusahaan Batik Irmasasirangan di Kota Banjarmasin. Journal. Banjarmasin: Universitas Islam Kalimantan.

Mukodim, Didin. 2007. Pengaruh Biaya Promosi Dan Biaya Distribusi Terhadap Penjualan Pada PT. Indofood Sukses Makmur, Tbk. Journal. Depok: Universitas Gunadarma.

Supariyani, Emmy. 2004. Pengaruh Biaya Pelaksanaan Promosi Melalui Pameran Terhadap Tingkat Volume Penjualan Pada PT. Astra International Tbk-Isuzu Cabang Bogor. Journal. Sekolah Tinggi Ilmu Kesatuan.