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PENGARUH BIAYA PROMOSI TERHADAP TINGKAT PENJUALAN PADA HOTEL SANTIKA BANDUNG

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AI}STRACT THE EFFECT PROMOTION COST CONCEIINING SALES AT BANDUNG SANTIKA HOTEL Byt Merry Hetlina Br. Tohang The purpose of this research is to find out how much was the promotion cost, volume of sales research, and the role of promotion cost used to increase the sales volume at Hotel Santika Bandung. The research used description method, which data were collected. presented. also analyzed based on facts and then conclude. Collecting thecnique for this research. used rvere interview with the staff in Hotel Santika Bandung. Data were from the documentary of promotion cost and total of room sales. Then data were analyzed using linier regression analysis, correlation coefficient and hypothesis test. Most of Hotel Santika Bandung promotion activities rvere through personal selling, brochures. and inremet and newspaper advertisement. The cost ofthis activities were fluctuating depend on the programs ol Hotel Santika Bandung it self. The highest promotion cost spent on Octcber-December 2010 were Rp. 24.800.000 and the lorvest rvere on Ju lr,-September 2009 rhar reached Rp. I 0. I 00.000. The volume of sales liom 2008-2010 account in iupiah rvhlch the volume of sales were fluctuating. The highest sales rvere on October-December 2010 that reached Rp. 2.277.817.000 and the lowest rvere on April-June 2008 that reached Rp. r .645.961 .000. Based on the statistic a;ralysis the regression line equal ro Y= I .568.75+ (21.32)x. Correlation happend t etweelt that nvo varial-.le rvere 0.4498 that means happend positive correlation. Couning tbr t test one taii. Calculared value of t were 1,59g instead ofcritical value oft is 1,812 so Ho acceplcd and Ha rejected.