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PERANAN ANTARA BIAYA PEMASARAN DENGAN PENDAPATAN PERUSAHAAN PADA PT. COCA-COLA DISTRIBUTION INDONESIA WEST JAVA REGION

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ABSTRACT ROLE BETWEEN MARKETING EXPENSES AND REVEI\UE OF PT. cocA-colA (rNC.)'s DISTRIBUTION INDONESIA WEST JAVA REGION By: Johannes Owen Hutagalung The objectives of this research were to know the company's marketing acdvities and their expenses, to find out the company's revenue, and to know the relationship between the company's marketing expenses and revenue at PT. Coca-Cola (Inc.)'s Dstribution Indonesia West Java Region, This research was conducted by using a descriptive method, that is, the data was collected, aralyzed, and presented to provide the data and then a quite clear description on the research object was presented. The data obtained was then ma1u2a,d in order to draw a conclusion. The data collection lgshnique conducted was interview wrth relevant persons and by written data the company gave. The data was then analyzed by using a linear regression analysis, coeffrcient of correlation, hypothesis test, and coefficient of determination. Based on the results of the research carried out at PT. Coca{ola (Inc.)'s Dsfibution lndonesi4 the writer only obtained data and discussed marketing expetrses, irmong others, selling marketing expenses, delivery expenses, advertising expenses. PT. Coca-Cola (Inc.)'s Distribution Indonesia conducted marketing activities in forms of discount and direct marketing expenditure in fomrs of rebate, point of sale, marketing fund, business relation, advertising, sales promotion, The total marketing expenses in 2010 was Rp. 86.395.000.000. Meanwhile, the total revenue in 2010 was Rp. 371.976.000.000. Based on the statistical analysis the writer conducted, a linear equation of Y : 9981,429 + 2,979 X was obtained, 6ganing that the revenue of Rp. 9.981.429.000 would remain to exist even though there was no marketing activity conducted. It was also found that a coefficienl of correlation (r) : 0,361 meaning that the influence of rnriable X, marketing expense, on variable Y, revenue, was low. Based on the hypothesis test conductei, it was found that the result of f.o,-r : 1,4976 and ftubr" : 4,9646 msaning that f**t < ft bl". Thus, Ho was accepted and Ha was rejected, that is, there was no sipificant relationship between the company's marketing expense and revenue. M;eover, the coefficiint of determination: 13%, showing the extent of influence of the company's marketing expenses on revenue, the remeining 87% bei|nig influenced by other factors.