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PENGARUH BIAYA PROMOSI TERHADAP HASIL PENJUALAN PADA PT. COCA-COLA AMATIL INDONESIA

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The purpose of this research is to understand deeper about promoting activiry and the expenses, and also to know further about the sales, and to know the impact caused by promotion expenses to sales at PT. Coca{ola Amatil lndonesia. Research method that is used in this research is descriptive methodg where data obtained by coilecting, anallzing, presenting the data, and daermining about the research object. Data were analyzed to finally found a conclusion. Data were collected by interviews with the permission fiom the authorized person in the company and also use written data as documentation data. The data collected was artralp:aA using linier regression analysis, correlation coefticient, hypothesis test and coefficient of determination. Based on the resuls of this researcl that [rf. Coca{ola Amatil Indonesia has been doing their promotion activities by using Discount and Dircct Marketing Expenditwe such as target, point of sale, marketing fun4 business fund, business r.latioru advenising, participation of event, sales promotion, and customer service. The amount of promotion in 20M amounted to Rp 24,265,495'000' in 2005 amounted to Rp 21,884,855,000, in 2006 amounted to Rp 20,160'7214'000' in 2007 amountcd o Rp 23,362,068,000 and for the year of2008 is amounted to Rp 3E,812,7EO,@O- whereas sales for 2004 amounted to Rp 24E,665,536'00' n 2oO5 amounted to Rp 264,245.405.000, in 2006 amounted to RP 273,715,7 56'000' in 2007 amounted to Rp 304,444,967,000 and for 2008 amountet! to Rp 3 57,407,31 5.000. Based on statistical analysis, the linear rcgression equation is Y = 164,165,050,500 + 4.885 X which means sales Rp 164,165,050'500 w'ill be existed even if the company doesn't have the promotion activities. It is aisc known that fte correlation coefficient (r) = 0.s520 which means the corr€lation of promotion and sales is pretty strong and positive. Based on the test of hypcthesis' it is known that t-.-, = 2.8187 dan totr": 2.353 which means t-d > tdk' It means that we reject Ho and receive Ha" there are sigrificant and positive relations betwe€n thl cost of promorions and total sales. And the amount of determination coefficient = 72-59o/o, nieans that the i;rfluence of promotion costs to total sales anj the remainin g27 .41o,/o cz.tsed by other factors outside of this research'