Evaluation Of Effectivenesses Of Elements Of Promotion Strategy On Sales Volume In Djagung Prima Cigarette Company Malang

Putra, Angga Hutama (2015) Evaluation Of Effectivenesses Of Elements Of Promotion Strategy On Sales Volume In Djagung Prima Cigarette Company Malang. Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk mengevaluasi efektivitas alat promosi penjualan untuk mendukung volume penjualan di PR Djagung Prima Malang. Tes Konglomorov-Smirnoff, Tunggal Sample T-test, Wilconson Sign Rank test dan Friedman test dilakukan untuk mengakui hubungan di antara setiap alat promosi (Iklan, Personal Jual dan Promosi Penjualan) PR Djagung Prima. Semua aspek dari setiap elemen strategi promosi juga dievaluasi untuk memahami yang paling efektif strategi promosi di antara semua. Penelitian ini merupakan penelitian eksplanatori, sesuai dengan dengan tujuannya untuk menggambarkan hubungan sebab akibat antar variabel melalui pengujian hipotesis. Sampel dan populasi penelitian ini adalah pelanggan Humas Djagung Prima Malang. Dalam penelitian ini, metode pengumpulan data dengan penyebaran kuesioner. Teknik pengambilan sampel yang digunakan adalah purposive sampling dan Instrumen penelitian diuji dengan menggunakan uji validitas dan uji reliabilitas. NS pengujian hipotesis menggunakan uji Single Sample T-test, uji Wilconson Sign Rank dan Tes Friedman. Uji T sampel tunggal digunakan untuk menganalisis periklanan dan Wilconson Uji Sign Rank digunakan untuk menganalisis penjualan personal dan promosi penjualan. Tunggal sampel T-test menunjukkan bahwa semua aspek periklanan efektif. Tanda Wilson Tes peringkat juga menunjukkan bahwa semua aspek penjualan pribadi dan promosi penjualan adalah efektif. Uji Friedman menunjukkan bahwa tidak ada perbedaan yang signifikan antara setiap alat promosi dan itu menunjukkan bahwa papan nama di toko adalah yang paling alat promosi yang efektif diikuti secara bersamaan oleh program harga khusus, papan nama di perusahaan, salesman mendekati agen dan toko, salesman melakukan presentasi produk mereka, spanduk, brosur, harga diskon dan koran iklan

English Abstract

This study aims to evaluate the effectiveness of sales promotion tools to support sales volume in PR Djagung Prima Malang. Konglomorov-Smirnoff test, Single Sample T-test, Wilconson Sign Rank test and Friedman test conducted to acknowledge the relationships among each promotion tools (Advertising, Personal Selling and Sales Promotion) of PR Djagung Prima. All facets of each elements of promotional strategy also were evaluated to understand the most effective promotion strategy among all. This study is explanatory research, in accordance with its purpose to describe the causal relationship among variables through hypothesis testing. The samples and population of this study were the customers of PR Djagung Prima Malang. In this study,the data collection method by distributing questionaire.The sampling technique used is purposive sampling and the research instruments were tested using the validity test and reliability test. The hypothesis testing used the Single Sample T-test, Wilconson Sign Rank test and Friedman test. Single sample T-test used to analyze advertising and Wilconson Sign Rank test used to analyze personal selling and sales promotion. The single sample T-test shown that all of advertising facets are effective. Wilconson Sign Rank test also shown that all facets of personal selling and sales promotion are effective. The Friedman test shown that there is no significant different between each promotion tools and its shown that nameplate in the store is the most effective promotion tools followed simultaneously by special pricing program, nameplate in the company, salesman approach the agent and shop, salesman did presentation of their product, banner, brocure, given discount price and newspaper ads.

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FE/2015/796/.051603068
Uncontrolled Keywords:	Promotion tools, Advertising, Personal Selling, Sales Promotion.
Subjects:	600 Technology (Applied sciences) > 658 General management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Budi Wahyono Wahyono
Date Deposited:	23 May 2016 13:58
Last Modified:	11 Nov 2021 08:03
URI:	http://repository.ub.ac.id/id/eprint/108429

Text minor_thesis_anggahutamaputra_fix.pdf Restricted to Registered users only Download (3MB)

Actions (login required)

View Item