CitraPDini (2009) Pengaruh biaya periklanan media cetak dan biaya SMS Marketing terhadap OMZET penjulan (Studi Pada Perusahaan Penerbitan Buku dan Multimedia Padma Press Surabaya). Sarjana thesis, Universitas Brawijaya.
Abstract
Latar belakang penelitian ini bertujuan untuk mengetahui pengaruh biaya periklanan media cetak dan biaya SMS marketing terhadap omzet penjualan Padma Press Surabaya. Untuk mengetahui seberapa besar pengaruh variabel terikat (omzet penjualan) terhadap variabel bebas (biaya periklanan media cetak dan biaya SMS marketing ) digunakan analisis regresi linier berganda dengan metode analisis uji F dan uji t. Penelitian ini termasuk dalam jenis penelitian explanatory research . Sesuai dengan tujuan yang ingin dicapai dalam penelitian ini, yakni menjelaskan hubungan dan pengaruh kedua variabel yang sudah ditetapkan. Metode pengumpulan data yang dilakukan dalam penelitian ini adalah metode case study . Data-data yang diperoleh merupakan representasi dari kondisi Padma Press Surabaya yang difokuskan pada variable biaya periklanan media cetak (X 1 ), biaya SMS marketing (X 2 ) dan juga omzet penjualan (Y). Sedangkan teknik pengumpulan data menggunakan penelitian kepustakaan ( library research ) dan penelitian lapangan ( field research ). Selain melakukan pengamatan dan melihat laporan dan dokumen perusahaan, peneliti juga melakukan wawancara dengan pihak-pihak terkait yang berkompeten guna mendapat informasi yang sesuai dengan penelitian. Pihak terwawancara adalah Pemilik sekaligus Direktur Utama, Direktur Operasional, Manajer Pemasaran, dan Manajer Keuangan & Administrasi Padma Press Surabaya. Tahapan awal sebelum melakukan analisis regresi linier berganda adalah dengan menggunakan uji normalitas. Setelah itu dapat dilakukan uji asumsi klasik, yang terdiri dari uji multikolinieritas, dan uji heteroskedastisitas. Langkah terakhir adalah melakukan penghitungan uji F dan uji t sebagai pengujian hipotesis dari tiga tujuan awal yang telah ditetapkan. Hasil penelitian dengan menggunakan analisis regresi linier berganda menunjukkan bahwa secara simultan, variabel biaya periklanan media cetak (X 1 ) dan biaya SMS marketing (X 2 ) memiliki pengaruh yang signifikan terhadap omzet penjualan dengan signifikansi 0,000 dan koefisien determinasi (R 2 ) sebesar 0,829 (82,9 %). Secara parsial, variabel biaya periklanan media cetak (X 1 ) dan biaya SMS marketing (X 2 ) menunjukkan adanya pengaruh yang signifikan terhadap omzet penjualan dengan signifikansi masing-masing variabel sebesar 0,000.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2009/643/051000032 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Endang Susworini |
| Date Deposited: | 20 Jan 2010 11:56 |
| Last Modified: | 23 Oct 2021 16:23 |
| URI: | http://repository.ub.ac.id/id/eprint/104544 |
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