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.
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.
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.
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.
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.
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
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.
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
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