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PENGARUH PENGGUNAAN BIAYA IKLAN DAN BIAYA PROMOSI TERHADAP PENJUALAN PADA K-LITE RADIO BANDUNG

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ABSTRACT EFFECT OF THE USE OF ADVERTISING COSTS AND PROMOTION COSTS ON THE SALES IN K-LITE RADIO BANDUNG Written by: Hana Maria Sihombing NIM : 1232173 This study aimed to determine the advertising cost, promotion costs and sales costs as well as to determined how the influence of advertising cost and promotion costs on the sales of the K-Lite Radio partially and simultaneously from 2011-2015. In this study the author used descriptive method by using statistical analysis. Based on the research that has been done, it can be seen that the advertising costs from 2011-2015 were always fluctuating and promotion costs from the years 2011-2015 had always fluctuated, and it can be seen that sales fluctuated from 2011-2015. Based on the calculation of statistical analysis by using SPSS 16 known that the advertising costs had no significant influence partially. The result of the t test obtained thitung (0.340) < ttabel (3.182), so the hypothesis Ho was accepted and Ha was rejected. For the result of the regression Y = 1.503E9 + 25.982X1. Promotional costs were known to be a significant influence partially. For the results of the regression Y = 2.476E9 + (-1.145X2,), and t test obtained thitung (0.616) < ttable (3.182), so the hypothesis Ho was accepted and Ha was rejected. The advertising cost and promotion costs had no significant influence on sales simultaneously. For the result of multiple regression Y = 1.907E9 + 17.261X1 + (-0.993X2) and by the F test obtained Fhitung (0.332) < Ftabel (9.28), so the hypothesis Ho was accepted and Ha was rejected. Keywords: Advertising Cost, Promotion Cost, Sales