PENGARUH PROMOSI TERHADAP PENINGKATAN PENJUALAN PADA PT. COLUMBIA KOTAMOBAGU

Abstract

To maintain the viability of the company, companies are often faced with the problem,
such as the difficulty in increasing the volume of sales of the existence of competition from
similar companies increased the complexity of consumer behavior against a product,
changing consumer tastes, as well as the uncertain economic conditions. Promotion is an
activity that can be done by the company with the aim to inform, persuade, and influence
consumers to select or purchase products offered by the company. Promotions at Columbia
Kotamobagu PT. is seen from the 6 indicators i.e. advertising, personal selling, sales
promotion, public relations, direct marketing tools, measurement scales use the ratin scale.
This research is quantitative research using a simple correlation analysis and regression
analysis. Data collection techniques in the study was collected in the form of primary data
and secondary data, and tools that on the collection of data through a questionnaire filled
out by 300 respondents and analyzed using a simple correlation analysis and analysis
simple regression. Based on the results of the analysis of simple correlation and simple
regression analysis showed that the independent variable is. promotion of the dependent
variables simultaneously affecting the increase in sales which means promotion to
increased influence sales are still in the low category. It is recommended also to company
PT. Columbia Kotamobagu so need to pay attention to the marketing mix policy especially
the issue price is set so that the company can be reached by the consumer, so that it can
increase the level of sales.

Keywords: promotion, increased sales