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PENGARUH BIAYA PROMOSI TERHADAP PENJUALAN PADA PT ULTRAJAYA MILK INDUSTRY & TRADING COMPANY, Tbk

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ABSTRACT THE EFFECT OF PROMOTION COST ON SALES at PT ULTRAJAYA MILK INDUSTRY & TRADING COMPANY, Tbk Written by: Erwin P Silitonga NIM: 1132042 The purpose of this research is to know how promotional and sales and also to know the effect of promotion cost on sales at PT Ultrajaya Milk Industry & Trading Company, Tbk. Methods used in this research was descriptive methods with the data collection techniques such as interviews with the authorities so as to obtain needed information in this research. The analysis used in this research are pearson product moment in analysis of correlation coefficient, hypothesis analysis, linear regression analysis, and coefficient of determination. Based on the result of this research that PT PT Ultrajaya Milk Industry & Trading Company, Tbk promotional activities such as doing an ad on tv, events, media print, and sponsorship. The amount promotion of the beverage products in 2009 amounted to Rp 100,364,642,473 in 2010 amounted to Rp 179,618,430,010 in 2011 amounted to Rp 184,219,248,796 in 2012 amonted to Rp 167,561,020,676 and in 2013 Rp 197,064,815,077. While sales for the beverage products in 2009 amounted to 1,482,281,054,631, in 2010 amounted to 1,747,288,484,747, in 2011 amounted to 1,971,219,660,718, in 2012 amounted to 2,655,812,199,818, and in 2013 amounted to 3,289,071,354,191. Based on statistical analysis, correlation analysis (r) = 0.638 shows that there is a strong correlation between the selling price and sales. Based on hypothesis analysis is known ttable = 3.182 and tcount = 1.433 thus ttable > tcount thus Ho is accepted and Ha rejected which means there is no significant relationship between promotion cost and sales. Linear regression equation is Y = 1.873 + 12.318X which mean sales 1.873 unit will be existed even the company doesn’t heve the promotion activities. The amount of determination coefficient 40.7 % and the remaining 59.3 % are influenced by other factors outside of research. Keywords: Promotion Cost, Sales, PT Ultrayyaja Milk Industry Tbk