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PERANAN BIAYA E-PROMOTION SYSTEM DALAM MEMPENGARUHI PENDAPATAN PERUSAHAAN PADA PT. SARI GUMI BALI TOURS

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ABSTRACT THE ROLE OF THE COST OF E.PROMOTION SYSTEM TOWARD COMPANY'S REVENI.JES AT PT. SARI GI.JMI BALI TOURS By: STIALLY SABATIM SIMALANGO This research is inended to know how the cost of e-promotion issued by the company, how the results ofthe company's revenue, and to find out the role ofthe cost ofe-promotion system towards revenues ofPT Sari Gumi Bali Tours. The researcher used descriptive method for the study. This method used the technique of collecting data through documentation of financial reports, interviews, and studies of the literature. The data then were obtained and processed and also analyzed using linear regression analysis, correlation toefficient analysis using Pearson product moment hypothesis testing and analysis of the coeffrcicnt determination. Based on the rcsult of the study, the cost of e-promotion at PT' Gumi Sari Bali Tours was part of the overall cost of promotion. The cost of e-promotion that the eompany used was kept a fairly steady increase of lT/o'25Yo each year. The data in 2007 of e-promotion cost amounted to Rp 45,000,000, in 200E it was amounted to Rp 54,000,000, in 2009 was amounted to Rp 60,000,(X)0' and in 2010 amounted to Rp 72,000,fi[, and furthermote its peak in 20ll as the highest cnst of e-promotion at Rp 90,000,000. At the same time, the company's revenue also increased by 87o-.15% with the following details, in the year 2007 the revenue was amounted !o Rp 22,$1,220,272, in 200t was at the amount of Rp 24,741,M1,065, in 2009 amounting to Rp 28,333,358,749, and in 2010 amounting to Rp 30,910,153,160, however it was decreased by 22o/o n 2012, amounting to Rp24,247,862,559. Based on the statistical analysis of coefficient conelation using the Pearson product moment meho4 the correlation was et (r) = 0.2416, which means there is a low-positive relationship between the cost of e-pmmotion and the compen/s rcvenue. Analysis of linear regression indicate that Y = 23'291,514'075 + 45.71983 )L which means that there is a chan ge of 45.71983Yo for any changes in thc cost of e?romotion towards the revenue of the company. Based on the hypothesis testing, the result showed that t6es111= 0.431 and t6p1" = 3.182 with c :0,05 at degree of freedom ofn-2, which means tcount ( t651., therefore Ho is accepted" So it can be said that there is no sigrificart relationship between the cost of e-promotion and the company's rcvenue. The cost ofe-promotion only has 5.83% contribution of the company's rtvenue and the remaining 94.17o/o is influenced by other factors outside ofthe study.