PENGARUH BIAYA PEMASARAN TERHADAP VOLUME PENJUALAN INDUSTRI KERAJINAN TIKAR MENDONG MEKAR PUTRA TASIKMALAYA

Abstract

Marketing has a very important role to reach the market as much as possible. Marketing activities are at the fore front of earning revenue. The study aims to determine whether the marketing costs incurred by the handicraft industry Tikar Mendong Putra Tasikmalaya impact on increased sales or not. Methods of data collection is done by documentation, interview, and observation, while data analysis technique using correlation coefficient, coefficient of determination, regression, and t-test. The results indicate that marketing costs incurred in 2011-2015 is Rp. 183.175.000, while the sales volume reached is Rp. 184.978.000. Based on the results of testing the correlation of marketing costs with sales volume is known at 0.929, where the value shows a meaningful relationship and very strong, while the test results coefficient determination known that marketing costs have an effect of 86% of sales volume, and the remaining 14% influenced by other factors which is not researched. The result of regression testing is known (Y) = 10787676,29 + 0.72X, where marketing cost give positive contribution to sales volume equal to 0.72 unit, and result of hypothesis tcount is 4.35 value bigger than ttable value at significance level 0.05 (4.34> 2.57). Thus the research hypothesis can be accepted, meaning that marketing costs have a positive effect on sales volume.

Keywords: Marketing, Sales Volume