Pengaruh Harga Dan Biaya Promosi Terhadap Peningkatan Penjualan Produk Sebamed Pada PT Eltean Luhur Kencana
Abstract
This writing aims to find out how the influence between price and production costs on increasing sales of Sebamed products at PT. Eltean Luhur Kencana. The research method used is descriptive quantitative and questionnaires (questionnaires) which contain 8 statements related to price, 8 statements related to the variable cost of promotion and 9 statements related to the variable of increasing sales to 97 respondents who are consumers of Sebamed products. Data processing using SPSS version 21. The analytical methods used are Validity Test, Reliability Test, Classical Assumption Test (Normality Test, Multicollinearity Test, Autocorrelation Test) Simple Linear Regression Test, Multiple Linear Regression Test, Correlation Coefficient Test, Coefficient of Determination Test, Test T and F test. Based on the results of the research, the data that have met the Validity Test, Reality Test, Multiple Linear Regression Test are processed to produce the following regression equation: Y = 3.648 + 0.396 X1 + 0.560 X2 This shows that all independent variables are tested positive and significant effect on increasing sales through the T test and F test, while the R number is 0.510. This shows that the 51% increase in sales as the dependent variable is influenced by the price and promotion costs of the independent variable and the remaining 49% is influenced by other factors outside this research model.
Keywords: Price, Promotion Costs, Increased SalesReferences
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