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PENGARUH BIAYA PEMASARAN TERHADAP PENDAPATAN PADA HOTEL ATLET CENTURY PARK (PT. LINGGA HAMPARAN KRIDA)

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ABSTRACT EFFECT OF MARKBTING COST ON THE INCOME LEYEL HOTEL ATLET CENTURY PARK (PT. LINGGA IIAMPARAN IG,IDA) By: Grace Br. Simbolon This study aims to determine how the marketing activities and costs, to determine the level of income as well as determine the effect of marketing msts on the income level at PT. Lingga Hamparan Krida. Research method that is used in this research is descriptive methods, where data 6fotainsd by collecting, analyzing presenting the data, and determidng about the research object. Data were analyzed to finally found a conclusion. Data were collected by interviews with the permission from the authorized person in the company and also use written data as documentation data. The data collected was aralyzcn rsing linier regression analysis, correlation coemcient, hypothesis test and coefficient of determination. Based on this research, it is known that PT. Lingga Hamparan Krida conduct marketing activities in the form of Direct Marketing Expenditure, Advertising and Merchandising participation in the event, Customff Service Other Expenses. The marketing costs in the year 2008 amounted to 1,134,892,033, amomting to 1 ,417 ,671 ,538 n 2009, year 2010 amounted to 1,442,273,751. While revenues in 2008 amounted to 59,668,349,834, in 2009 for 60.M2329.258, amounting to 7 1,125,852,372 n 2010. Based on the statistical analysis was done the writer, obtained the linear equation Y : 1 1,974,883 ,69 + 6X. which means that the level of income of $ 11,97 4,883,669 will rernain there even if not carried out marketing activities. Also note the correlation coefficient (r) :0,58, which means the influence of variable X is the cost of marketing is to the variable Y is income. Based on hypothesis testing, it is observed tha the t cowt:2.25 and t table = 1.812 which means the t count> t table. This means that Ho is rejected and FIa accepted is that there is a positive influence of markaing costs md income level. And based on the coefficient of determination : 33.64%, showing that changes in income levels are infl uenced by marketing.