Detail Inovasi Perguruan Tinggi


Tema: MARKETING
Judul: PENGARUH BIAYA SALURAN DISTRIBUSI DAN BIAYA PROMOSI TERHADAP VOLUME PENJUALAN
Perguruan Tinggi: Sekolah Tinggi Ilmu Ekonomi Kesatuan
Jenis/sdm: dosen/0411077402

Tahun: 2015

The company's main goal is to enhance shareholder value and maximize the wealth of shareholders. One of the indicators to enhance the corporate value of the profit. With the increase in profit, the company can develop and maintain the company. Ways used by companies to improve profits is to increase sales volume.
To facilitate the flow of activities from manufacturers to consumers must choose exactly the distribution channels that include quantity pricing and promotion. By choosing the right distribution channels, the company can increase sales volume. Distribution channels in order to reach an appropriate target, it is necessary to charge the costs of distribution channels, and must be supported by promotion. With the promotion, the sales activities of the producer to the consumer can be achieved.
The purpose of this study is (1) To determine the effect of the cost distribution channel to sales volume (2) To determine the effect of promotion cost on sales volume (3) To determine the effect of the cost distribution channels and promotion cost on sales volume
The results showed that the multiple linear regression equation is formed:
Y = -33,540 + 0,380.X2 0,029.X1. The sales volume is at the level of the scale ratio -33.540. If the variable costs of distribution channels (x1) 1 unit scale ratio increases, the cost of distribution channels will increase by 0.029 scale ratio, and assuming that the variables are considered constant price cuts. If the variable discounts (x2) increases 1 unit scale ratio, the sales volume will increase by 0.029 scale ratio, and assuming that the Promotion cost is considered constant.
The coefficient of determination (R2) or Rsquare on sales volume variable is 0.969, which means 96.9% of sales volume is influenced by independent factors (cost distribution channels and promotion cost). While the remaining 23.1% is influenced by other variables not included in the study.
The correlation coefficient (R) at the sales volume is 0.984 variables showed to have a very close relationship between the independent factors (cost distribution channels and Promotion cost) on sales volume, which is 98.4%.