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PERANAN BIAYA PEMASARAN TERHADAP TINGKAT PENJUALAN PADA PT. BRANITA SANDHINI

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ABSTRACT THE ROLE OF MARKETING EXPENSES TO SALES AT PT. BRANITA SANDIIINI By: Christle Sabathine Junicia The pupose of &is research is to u'rders':nd deeper ebour \'lerketi:rg ecti'''i$' and the "*p"n."i, and to know the impact caused by marketing expenses to sales at PT.Branita Sandhini. Research method that is used in this research is descriptrve methods, where data obtarned by co ecting zlIlalying presenting the dat4 and determining about the research obiect. Data were collected by interviews with the permission fiom the authonzed person in the company and also use wditen data as documentation data. The data collected was analyzed using linier regression anall'sis, correlation coefficieitt, hypolhesis test and coeffi cient of determination. Besed c,c the res{lts of &is reseegch thet PT. B.-anite sandx-ai has been ar:ng tlrcil marketing activitres by using Discounl and Direct Markzting Expenditure such as target, point of sale, markenng firn4 business firn4 busrness relation, advertising participation of event, sales promotioq a,rd customer service. The amount of marketing in 2010 January amounted to Rp 741.570.859.58. Februar,v amounted to Rp.879 925 101'43' March amounted to Rp.1.160.469.270,22, Apil amounted to Rp. I 400.662.284,00 ,May amounte.d to Rp 1.033.783.807,63, June amounted to Rp.1.113.259 670,84, Juty amoutrted to Rp. 1.351.409.415,96, Agustus amounted to Rp. 1.618.830 .507 '20' n Septemb€r amormted tc Rp 1.488.753.993, October anounted to Rp. 1.655 692.814, November amounted to Rp. 1.951.701.836, December amounted to Rp.2.276.153.800 Whereas sales for 2C l0 Jmuari amounted to Rp 13 -430. l8 1.278,20, F ebruary amounted to Rp. 17.974.820.325,17, March amounted to Rp.25.492.395 016,74' April amounted to Rp. 45.136-631,3 40.67, ltt ay amounted to P-Pl5- 180.154,740,42, Jrme amountcd to Rp. 2C.633.949.E6C,04, Jdy anormted to Rp. 4 i.424.9ti2.4tfr,63, Agustus anomred to Fp 3l.093.194.948,04, Septembe.r anourted to Rp 15.590.594.394, Ocrober amountal to Rp.22.262.060.858, November amcunted to Rp.46.5 59.432.M3, Decernber amounted to Rp.34.367.970 039. Based on statistical analysis, the linear regtession equaton is Y : 45.397 5 59.722+ 152 X which means sales Rp.45.397.5 59.722 wlll be existed even if the compan)' doesn't have the marketing activities. It is also known that the correlation coefficient (r) = 1.220 which nreans the correlaticn of marketing and sales is iaiher sEong and posiave. Based on the ies of hlpothesis, itis llowr iird icoErr: l-Ei6and ttzbie : I 812 which means tcourt > ttable. it means that we reject Ho and receive Ha, there are sigrrificant and positive relations between the cost of ma,-keting and total sales. And the mount of determination coefficient = l22o/o, m..glts that the influenc€ of maketing costs to total sales.