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

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ABSTRACT THE EFFECT OF PROMOTION COST CONCERNIG SALES VOLUME at PT. ULTRAJAYA MILK INDUSTRY & TRADING COMPANY Tbk. By: Jenina Fricilia Sinaga The purpose of this research is to know how the cost of the campaign carried out, to know volume sell development, and the influence expense promotions toward sell volume to PT. Ultrajaya Milk Industry & Trading Company Tbk. Research method used in this research is descriptive methods, where data collected by the real condition, analyzing, presenting the data to obtain a conclusion. Data were collected by interviews with the permission from authorized person in the company and also use written data as documentation data. The data collected was analyzed using linier regression analysis, correlation coefficient, hypothesis test, and coefficient of determination to obtain the relationship between the two variables. Based on the result of this research that PT . Ultrajaya Milk Industry & Trading Company Tbk promotional activities such as doing an ad on tv , instore branding - the gondola at the supermarket and hypermart. The amount promotion of the tea box products in 2008 amounted to Rp 26,274,845,147, in 2009 amounted to Rp 19,802,657,747 , in 2010 amounted to Rp 41,500,173,305 , in 2011 amounted to Rp 46,256,581,191 , in 2012 amounted to Rp 38,073,005,853. While the sales volume for a box of tea products in 2008 amounted to 44,706,959 liters , in 2009 amounted to 50,467,485 liters , in 2010 amounted to 65,558,419 liters , in 2011 amounted to 83,283,269 liters , in 2012 amounted to 106,221,013 liters. Based on statistical analysis, correlation analysis (r) = 0.6778, shows that there is a strong correlation, between the selling price and sales volume. Based on hypothesis analysis is known ttable = 2.353 and tcount = 1.5968, thus tcount < ttable thus Ho is accepted which means there is no significant relationship between promotion cost and sales volume. Linier regression equation is Y = 16,750,131.44 + 0.0015x which mean sales volume 16,750,131.44 will be existed even the company doesn’t have the promotion activities. The amount of determination coefficient = 45.94% means that the influence of promotion cost to sales volume and the remaining 54.06% caused by other factors outside of this research.