Ardiansyah, IwangBayu (2014) Upaya Peningkatan Volume Penjualan Sepeda Motor Yamaha Melalui Periklanan (Studi Pada Dealer Sepeda Motor Yamaha Armada Pagora Jaya Tulungagung). Sarjana thesis, Universitas Brawijaya.
Abstract
Industri sepeda motor sepanjang tahun 2012 menunjukkan perkembangan yang menggembirakan. Ketatnya tingkat persaingan mendorong perusahaan otomotif khususnya sepeda motor menyebabkan tingkat persaingan yang semakin tinggi untuk merebut hati konsumen. Salah satu cara yang dapat dilakukan adalah menjalankan periklanan sebagai media promosi yang memberikan informasi kepada konsumen bahwa produk yang ditawarkan lebih baik dari produk sejenis. Disamping itu dengan penyajian periklanan yang efektif dan berkelanjutan serta memperhatikan jenis produk yang dihasilkan maka diharapkan periklanan dapat mempengaruhi keputusan konsumen. Seiring berkembangnya Industri sepeda motor di Indonesia. Usaha yang di lakukan oleh Dealer Sepeda Motor Yamaha Armada Pagora Jaya Tulungagung mengembangkan suatu sistim pemasaran terpadu yang dikenal dengan 3S yaitu: Sales, Service, Spare Part atau penjualan, perawatan, dan suku cadang. Periklanan yang dilakukan adalah dengan menggunakan media cetak maupun elektronik, brosur, spanduk dan sebagainya Penelitian ini bertujuan untuk (1) Untuk mengetahui sejauh mana upaya peningkatan volume penjualan sepeda motor Yamaha pada dealer Armada Pagora Jaya Tulungagung, (2) mengetahui pengaruh antara periklanan dengan peningkatan volume penjualan sepeda motor Yamaha pada Armada Pagora Jaya Tulungagung. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian deskriptif dengan pendekatan studi kasus Dalam penelitian ini menggunakan dua jenis data yaitu data primer yang diperoleh secara langsung dari dealer sepeda motor Yamaha Armada Pagora Jaya Tulungagung yang terdiri: Pelaksanaan Periklanan yang meliputi biaya dan frekuensi pemasangan iklan pada koran dan brosur, radio, penggunaan iklan outdor seperti baliho dan banner dan Jumlah volume penjualan sepeda motor dan sekunder yang merupakan data yang diperoleh peneliti dari pihak intern perusahaan . Metode yang digunakan untuk menganalisa data adalah metode least square, growth mean dan analisis regresi berganda Berdasarkan hasil penelitian diperoleh upaya yang dilakukan dealer Armada Pagora Jaya Tulungagung dalam meningkatkan volume penjualan adalah melalui iklan pada media cetak maupun elektronik Aktivitas pemasangan iklan baik pada media cetak maupun elektronik mengalami rata rata pertumbuhan sebesar 3,7 %. Rata – rata pertumbuhan biaya pemasangan iklan baik pada media cetak maupun elektronik mengalami rata-rata peningkatan sebesar 10.1 % tiap kwartal selama empat tahun terakhir. Volume penjualan mengalami rata rata peningkatan sebesar 7.6 % tiap kwartal selama empat tahun terakhir dan omzet penjualan mengalami rata rata peningkatan sebesar 7.6 % tiap kwartal selama empat tahun terakhir. Perhitungan Least square biaya periklanan dan frekuensi periklanan diketahui bahwa prediksi biaya periklanan untuk 2013 (Kwartal II-III) dan tahun 2014 (Kwartal I-III). terus mengalami peningkatan. Omzet penjualan dan volume pejualan diketahui bahwa prediksi omzet penjulan untuk 2013 (Kwartal II-III) dan tahun 2014 (Kwartal I-III) terus mengalami peningkatan. Secara keseluruhan, variabel bebas yang terdiri dari variabel Biaya Perikanan (X 1 ), dan variabel frekuensi periklanan (X 2 ) berpengaruh signifikan terhadap variabel volume penjualan sepeda motor Yamaha pada dealer Armada Pagora Jaya Tulungagung (Y) Secara parsial, masing-masing variabel bebas yang terdiri dari variabel Biaya Perikanan (X 1 ), dan variabel frekuensi periklanan (X 2 ) berpengaruh signifikan terhadap variabel volume penjualan sepeda motor Yamaha pada dealer Armada Pagora Jaya Tulungagung (Y).
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2014/29/051401690 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 07 Mar 2014 09:15 |
| Last Modified: | 24 Oct 2021 11:02 |
| URI: | http://repository.ub.ac.id/id/eprint/116388 |
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