LAPORAN AKHIRrepository.um-palembang.ac.id/id/eprint/1312/1/SKRIPSI... · 2018. 10. 9. · LAPORAN...
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PENGARUH BIAYA PROMOSI TERHADAP PENJUALAN PADA CV.SAHABAT MOTOR LAMPUNG BARAT UNIVERSITAS MUHAMMADIYAH PALEMBANG FAKULTAS EKONOMI PROGRAM DIPLOMA HI MANAJEMEN PEMASARAN 2013 LAPORAN AKHIR OLEH: WILYARWANDA 23^010.010
Transcript of LAPORAN AKHIRrepository.um-palembang.ac.id/id/eprint/1312/1/SKRIPSI... · 2018. 10. 9. · LAPORAN...
PENGARUH BIAYA PROMOSI TERHADAP PENJUALAN
PADA CV.SAHABAT MOTOR LAMPUNG BARAT
UNIVERSITAS MUHAMMADIYAH PALEMBANG
FAKULTAS EKONOMI
PROGRAM DIPLOMA HI
MANAJEMEN PEMASARAN
2013
LAPORAN A K H I R
O L E H :
WILYARWANDA
23^010.010
SURAT PERNYATAAN
B I S M I L L A H I R R O H M A N I R R O H I M
S a y a y a n g b e r t a n d a t a n g a n d i b a w a h i n i :
N a m a : W i l y a r w a n d a
N i m : 2 3 . 2 0 1 0 . 0 1 0
A l a m a t : J a k a b a r i n g , P e r u m a h a n O P l . K o m p l e k T a m a n P i n a n g I n d a h B l o k
m e n y e l e s a i k a n t u g a s m e n u l i s L a p o r a n A k h i r u n t u k m e m e n u h i s a l a h s a t u
s y a r a t g u n a m e m p e r o l e h g e l a r A h l i M a d y a P e m a s a r a n d a r i P r o g r a m D - I I I
M a n a j e m e n P e m a s a r a n F a k u l t a s E k o n o m i U n i v e r s i t a s M u h a m m a d i y a h
P a l e m b n g .
P e n u l i s L a p o r a n A k h i r t e r s e b u t b e t u l - b e t u l s a y a s e l e s a i k a n s e n d i r i
d i b a w a h p e n g a r a h a n p e m b i m b i n g , d a n t i d a k m e n j i p l a k . A p a b i l a d i k e m u d i a n
h a r i t e r b u k t i b a h w a L a p o r a n A k h i r t e r s e b u t s a y a l a k u k a n d e n g a n m e n j i p l a k
k a r y a t u l i s o r a n g l a i n , m a k a s a y a b e r s e d i a m e n e r i m a s a n k s i b e r d a s a r k a n h u k u m
y a n g b e r l a k u . D e m i k i a n s u r a t p e m y a t a a n i n i s a y a b u a t d e n g a n s e b e n a r - b e n a m y a
u n t u k d i l a k u k a n s e b a g a i m a n a m e s t i n y a .
A 1 5 ,
D i d e p a n M A N I P a l e m b a n g .
M e n y a t a k a n d e n g a n s e s u n g g u h n y a , b a h w a s a y a t e l a h
:an P e i n y a t a a n
ii
Universitas Muliani;nadiyali Palembang
Fakultas Ekonomi
Program Diploma III
Manajemen Pemasaran
LAPORAN AKHIR
J l K l u l
Nama
Nim
lakiiltas
Program D-IlI
l anggal Ujian
PENGARUH BIAYA PROMOSI TERHADAP PENJUALAN PADA CV.SAHABAT MOTOR LAMPUNG BARAT
; Wily Arwanda
; 23.2010.010
; Ekonomi
: Manajemen Pemasaran
: Agustus 2013
Di terima dan Dlsahkan
Pada Tanggal 21 agustus 2013
bimbing
Ervita Sa ̂ t r i T s ^ L S i
Mengetahui
Motto & Persembahan
> "Sukses i tubukan K E W A J I B A N , tapi B E R J U A N G
M E R A l H N Y A y a n g merupakan K E W A J I B A N " .
> Jad ikan lah kegagalan sebagai tolak ukur dan
Motivasi untuk menuju Keberhas i lan , dan
Keberhas i lan tidak akan bisa dicapai tanpa adanya
kristal isasi keringat dan Doa.
Kupcrsembahkan Kepada :
> Ayah dan Ibunda Tercinta
> Saudara-saudar iku tcrsayang
> Pembimbing L a p o r a n A k h i r k u
> Sahabat-sahabatku
> Aln iamatcr dan K a m p u s H i j a u k u .
iv
UCAPAN TERIMA KASIH
Bismillahirrohmanirroliim
Assalamu'alaikuni Wr. Wb
P e n u l i s p a n j a t k a n p u j i d a n s y u k u r k e h a d i r a t A l l a h S W T , y a n g t e l a h
m e l i m p a h k a n r a h m a t d a n b e r k a t - N y a k e p a d a p e n u l i s . S e m o g a s h a l a w a t s e r t a
s a l a m s e n a n t i a s a t e r l i m p a h k a n k e p a d a j u n j u n g a n k i t a N a b i M u h a m m a d S A W ,
y a n g t e J a h m e m b a w a h i d a y a h d a n p e n e r a n g a n b a g i s e l u r u h u m a t m a n u s i a d i b u m i
i n i .
P e n u l i s m e n y a d a r i b a h w a l a p o r a n a k h i r i n i t i d a k d a p a t d i s e l e s a i k a n t a n p a
b a n t u a n d a n b i m b i n g a n d a r i b e r b a g a i p i h a k , u n t u k i t u p a d a k e s e m p a t a n i n i p e n u l i s
m e n y a m p a i k a n u c a p a n t e r i m a k a s i h y a n g s e b e s a r - b e s a m y a :
1 . Bapak Drs. H. M. Idris, M.Si s e l a k u R e k t o r U n i v e r s i t a s M u h a m m a d i y a h
P a l e m b a n g .
2 . Bapak M. Taufiq Syamsudin, S.E, M.M, s e l a k u D e k a n F a k u l t a s
E k o n o m i U n i v e r s i t a s M u h a m m a d i y a h P a l e m b a n g
3 . IbuErvitasafitri. S.E, M.Si s e l a k u K e t u a P r o g r a m D i p l o m a I I I
M a n a j e m e n P e m a s a r a n U n i v e r s i t a s M u h a m m a d i y a h P a l e m b a n g s e k a l i g u s
p e m b i m b i n g y a n g t e l a h m e i u a n g k a n w a k t u , t e n a g a , d a n p i k i r a n u n t u k
m e m b e r i k a n p e t u n j u k s e r t a a r a h a n s e h i n g g a p e n u l i s d a p a t m e n y e l e s a i k a n
l a p o r a n a k h i r i n i d e n g a n b a i k .
V
PRAKATA
A l h a m d u l i l l a h i r o b b i l ' a l a m i n ,
S e g a l a p u j i d a n s y a i k u r k e h a d i r a t A l l a h S W T , k a r e n a b e r k a t r a h m a t d a n
h i d a y a t - N y a l a h p e n u l i s d a p a t m e n y e l e s a i k a n L a p o r a n A k l i i r i n i . S h o l a w a t t e r i r i n g
s a l a m p e n u l i s h a t u r k a n k e p a d a j u n j u n g a n k i t a N a b i B e s a r M u h a m m a d S A W
b e s e r t a k e l u a r g a , p a r a s a h a b a t D a n p e n g i k u t n y a h i n g g a a k h i r Z a m a n .
A d a p u n j u d u l L a p o r a n A k h i r i n i a d a l a h ' ' P e n g a r u h B i a y a P r o m o s i
T e r h a d a p P e n j u a l a n P a d a C V . S a h a b a t M o t o r L a m p u n g B a r a t " a d a p u n m a k s u d
p e n u l i s L a p o r a n A k h i r i n i a d a l a h a g a r d a p a t m e l e n g k a p i s y a r a t d a l a m
m e m p e r o l e h g e l a r A h l i M a d y a d i F a k u l t a s E k o n o m i U n i v e r s i t a s M u h a m m a d i y a h
P a l e m b a n g .
P e n u l i s l a p o r a n i n i b e r t u j u a n u n t u k m e n g e t a h u i b a g a i m a n a p e n g a m h b i a y a
p r o m o s i t e r h a d a p p e n j u a l a n p a d a C V . S a h a b a t M o t o r L a m p u n g B a r a t . D a l a m h a s i l
p e n e l i t i a n i n i t e r b a g i m e j a d i l i m a B A B . B a b p e r t a m a d i j a b a r k a n t e n t a n g l a t a r
b e l a k a n g m a s a l a h , r u m u s a n m a s a l a h , t u j u a n p e n e l i t i a n d a n m a n f a a t p e n e l i t i a n .
B a b k e d u a d i t u l i s d a s a r - d a s a r t e o r i y a n g r e l a v a n d e n g a n p o k o k p e n n a s a l a h a n .
S e l a n j u t n y a u r a i a n t e n t a n g c a r a - c a r a p e n e l i t i a n i n i d i s a j i k a n d a l a m B a b t i g a
s e b a g a i m e t o d e p e n e l i t i a n . D a t a p e m b a h a s a n h a s i l p e n e l i t i a n d i u r a i k a n a l a m B a b
p e m b a h a s a n L a p o r a n a k h i r y a i t u B a b e m p a t . S e b a g a i p e n u t u p , B a b l i m a d i s a j i k a n
s e b a g a i s i m p u l a n d a n s a r a n .
v i i
P e n u l i s m e n y a d a r i b a h w a L a p o r a n A k l i i r i n i m a s i h b e g i t u b a n y a k
k e k u r a n g a n d a n j a u l i d a r i s e m p u m a . U n t u k i t u k i r a n y a p e m b a c a d a p a t m e m a k l u m i
a p a b i l a m a s i h a d a k e s a l a h a n d a l a m p e n u l i s a n L a p o r a n A k l i i r i n i , n a m u n
h a r a p a n p u n d i k e m b a n g k a n d a r i L a p o r a n A k l i i r i n i d a p a t m e n j a d i b a h a n b a c a a n
d a n r e f r e n s i b a g i r e k a n - r e k a n l a i n n y a u n t u k m e n a m b a h p e n g e t a h u a n n a n t i n y a .
A k l i i r k a t a d e n g a n s e g a l a k e r e n d a h a n h a t i p e n u l i s u c a p k a n b a n y a k
t e n n i a k a s i h k e p a d a s e l u r u h p i h a k y a n g t e l a h m e m b a n t u t e r s e l e s a i k a n n y a L a p o r a n
A k h i r i n i , s e m o g a A l l a h S W T m e m b a l a s s e m u a k e b a i k a n k i t a , A m i n . .
P a l e m b a n g , 2 1 A g u s t u s 2 0 1 3
/ ' e n i l i s
v i i i
DAFTAR ISI
HALAMAN
HALAMAN J L D U L i
SURAT PERNYATAAN ii
HALAMAN PENGESAHAN UJIAN AKHIR iii
HALAMAN MOTTO DAN PERSEMBAHAN iv
HALAMAN UCAPAN TERIMA KASIH v
PRAKATA vii
DAFTAR ISI ix
DAFTAR T A B E L xi
DAFTAR LAMPIRAN xil
ABSTRAK xiii
BAB IPENDAHULUAN
A . L a t a r B e l a k a n g M a s a l a h 1 B . R u m u s a n M a s a l a h 5 C . T u j u a n P e n e l i t i a n 6 D . M a n f a a t P e n e l i t i a n 6
BAB I I KAJIAN PUSTAKA
A . P e n e l i t i a n S e b e l u m n y a 7
B . L a n d a s a n T e o r i 9
1 . P e n g e r t i a n P e m a s a r a n 9
2 . B a u r a n P e m a s a r a n 11
3 . P r o m o s i 16
4 . P e n j u a l a n 2 2
C . H i p o t e s i s 2 5
BAB III METODE PENELITIAN
ix
A. T e m p a t P e n e l i t i a n 2 6 B . J e m s ^ P e f i e O t P i j i 2 6 C . ̂ ^ 0 p e r a s m n a J J k 7 a r i a b e l 2 7 D . H ^ M a T a n g D i p e i l u k a n 2 7 E . C a r a P e n g u m p u l a n D a t a 2 8 F . M e t o d e A n a l i s i s 2 9
BAB IV PEMBAHASAN LAPORAN AKHIR
1. G a n i b a r a n T e m p a t P e n e l i t i a n 3 3 2 . S e j a r a h S i n g k a t P e r u s a h a a n 3 3 3 . S t r u k t u r O r g a n i s a s i 3 4 4 . A k t i f i t a s P e r u s a h a a n 3 5
B A B V
A . S i m p u l a n 4 4 B . S a r a n 4 5
DAFTAR PUSTAKA
X
DAFTAR T A B E L
HALAMAN
Tabel I V . l Biaya Proniosidan Penjualan 38
Table IV.2 Perhitungan Analisis Regresi Biaya 39
x i
DAFTAR LAMPIRAN
Surat Selesai Riset Lampiran I
Surat Selesai Magang Lampiran 2
Kartu Aktifitas Bimbingan Lampiran 3
xri
ABSTRAK
W i l y A r w a n d a ( 2 3 2 0 1 0 0 1 0 ) P e n g a r u h B i a y a P r o m o s i T e r h a d a p P e n j u a l a n
P a d a C V . S a h a b a t M o t o r L a m p u n g B a r a t .
R u m u s a n m a s l a h p a d a p e n e l i t i a n i n i a d a l a h b a g a i m a n a P e n g a r u h B i a y a
P r o m o s i T e r h a d a p P e n j u a l a n P a d a C V . S a h a b a t M o t o r L a m p u n g B a r a t . T e m p a t
P e n e l i t i a n y a n g d i l a k u k a n d i J l . S u a d a y a L a b u h a n J u k u n g K i u i p a s a r L a m p u n g
B a r a t . D a n j e n i s p e n e l i t i a n y a n g d i l a k u k a n p e n e l i t i a n k u a n t i t a t i f . D a t a y a n g
d i g u n a k a n d a l a m p e n e l i t i a n i n i a d a l a h d a t a p r i m e r y a n g l a n g s u n g d i d a p a t d a r i
l a p a n g a n y a i t u m e l a k u k a n w a w a n c a r a d a n o b s e r v a s i . S e l a n j u t n y a d a t a s e k u n d e r
y a n g b e r u p a s e j a r a h s i n g k a t p e r u s a h a a n
x i i i
BAB 1
PENDAHULUAN
A. Latar Belakang Masalah
K o n d i s i p e r s a i n g a n y a n g s e m a k i n k u a t d a l a m b i s n i s a k h i r - a k h i r i n i t e r u t a m a
d a l a m b a g i a n p e m a s a r a n , m u n c u l n y a p r o d u k - p r o d u k b a r u u m u m n y a b u k a n
d i t u n j u k a n u n t u k y a n g b a r u , t e t a p i p a s a r y a n g d i m i l i k i p r o d u k y a n g a d a
s e b e l u m n y a , o l e h k a r e n a i t u t u g a s m a n a j e m e n p e m a s a r a n m e n j a d i s u a t u u s a h a
y a n g b e r a t d a n p e n u h t a n t a n g a n .
S e t i a p m a n u s i a m e m e r l u k a n b e r b a g a i m a c a m k e b u t u h a n d a l a m m e n j a l a n i
h i d u p n y a . K e b u t u h a n i t u s e m a k i n m e n i n g k a t s e s u a i d e n g a n t i n g k a t k e h i d u p a n
d a n p e r k e m b a n g a n m a n u s i a i t u s e n d i r i . K i n i b e r b a g a i p e r u s a h a a n a t a u b a d a n
u s a h a m e n a w a r k a n p r o d u k b e r u p a b a r a n g m a u p u n j a s a . P e r t u m b u h a n e k o n o m i
j u g a d i i k u t i o l e h p e r k e m b a n g a n p a s a r y a n g s e m a k i n l u a s . Marketing a t a u
p e m a s a r a n m e r u p a k a n k e g i a t a n y a n g s a n g a t p e n t i n g d a l a m m e n i n g k a t k a n
k e b e r h a s i l a n s u a t u p e r u s a h a a n k a r e n a t a n p a a d a n y a p e m a s a r a n y a n g b a i k ,
k e l a n g s u n g a n h i d u p s u a t u p e r u s a h a a n a k a n s u l i t t e r j a m i n .
K e g i a t a n p e m a s a r a n b u k a n h a n y a m e n y a n g k u t a k t i f i t a s p e r u s a h a a n y a n g
b e r h u b u n g a n d e n g a n a r u s p e i p i n d a h a n b a r a n g a t a u j a s a d a r i t a n g a n p r o d u s e n
k e t a n g a n k o n s u m e n t e t a p i b e r o r i e n t a s i k e p a d a p a s a r . A r t i n y a t i n d a k a n - t i n d a k a n
1
d a l a m p e r u s a h a a n h a r u s d i s e s u a i k a n d e n g a n g e j a l a - g e j a l a y a n g t e r d a p a t d i p a s a r .
D e n g a n m e l a k s a n a k a n k e g i a t a n p e m a s a r a n b e r a r t i s e o r a n g p r o d u s e n a k a n
b e r u s a h a m e m e n u h i k e i n g i n a n k o n s u m e n .
K e n y a t a a n p a d a m a s a s e k a r a n g m e n u n j u k a n b a h w a p e r s a i n g a n m e r e b u t
p e m b e l i s e m a k i n k u a t d a n k e t a t , s e h i n g g a p a r a p e n g u s a h a b e r l o m b a - I o m b a
m e n y a j i k a n k e p u a s a n k e p a d a k o n s u m e n . k a r e n a a p a b i l a p r o d u k m e n g e c e w a k a n
m a k a k o n s u m e n a k a n m e n i n g g a l k a n n y a , o l e h k a r e n a i t u s e m u a o p e r a s i d a n
p e r e n c a n a a n p e r u s a h a a n h a r u s t c r u s b e r o r i e n t a s i p a d a k e p u a s a n k o n s u m e n .
K a r e n a k o n s u m e n d a p a t m e n e n t u k a n k e l a n g s u n g a n h i d u p p e r u s a h a a n .
P e m a s a r a n m e r u p a k a n s a l a h s a t u k e g i a t a n y a n g d i l a k u k a n o l e h p e r u s a h a a n
u n t u k t u j u a n m e n y e d i a k a n b a r a n g d a n j a s a k o n s u m e n u n t u k m e m e n u h i
k e b u t u h a n n y a , p e r d a g a n g a n d e w a s a i n i m e n u n j u k a n k e m a j u a n y a n g s e m a k i n
m e n i n g k a t . B e n t u k s i s t e m p e m a s a r a n y a n g d i l a k u k a n d a l a m m e r c b u t p a n g s a p a s a r
p e m b e l i a n d i l a k u k a n d e n g a n m e n e t a p k a n b e r b a g a i k e b i j a k s a n a a n y a n g d i m u l a i
d a r i b i a y a p r o m o s i s a m p a i d e n g a n p e n e t a p a n t a r g e t p e n j u a l a n .
S i s t e m p e m a s a r a n y a n g d i l a k u k a n d a l a m m e r e b u t p a n g s a p a s a r p r o d u k
t e n t u n y a d i b u t u h k a n p e r e n c a n a a n y a n g m e n c a k u p s e l u r u h k e g i a t a n b a i k k e g i a t a n
p r o m o s i p r o d u k , s a m p a i d e n g a n p e n e t a p a n p e n j u a l a n . T u j u a n d a r i p e n e t a p a n
b i a y a p r o m o s i a d a l a h a g a r p e r u s a h a a n d a p a t m e n e n t u k a n b e n t u k p r o m o s i y a n g
a k a n d i l a k u k a n . H a l i n i d i s e b a b k a n b i a y a p r o m o s i y a n g d i k e l u a r k a n m e m p u n y a i
p e n g a r u h t e r h a d a p b e s a r n y a v o l u m e p e n j u a l a n p a d a p e r u s a h a a n .
2
S t r a t e g i k e b i j a k a n b i a y a p r o m o s i m e r u p a k a n m a s a l a h b a g i s e t i a p p e r u s a h a a n
d a l a m m e m a s a r k a n p r o d u k y a n g d i t a w a r k a n . K e b i j a k a n b i a y a p r o m o s i m e r u p a k a n
f a k t o r p e n e n t u d a l a m m e n i n g k a t k a n p c n j u a l a n , n a m u n f a k t o r l a i n s e p e r t i f a k t o r
h a r g a , k u a l i t a s p r o d u k d a n s i s t e m d i s t r i b u s i p e r l u d i p e r h a t i k a n . T e t a p i b i a y a
p r o m o s i m e r u p a k a n u n s u r y a n g p e n t i n g d a l a m m e n g u k u r k e b e r h a s i l a n d a r i u s a h a
p e m a s a r a n p r o d u k . K e b e r h a s i l a n d a r i u s a h a p e m a s a r a n d a p a t d i l i h a t d a r i
p e n j u a l a n y a n g m e n i n g k a t . S e d a n g k a n d a r i p i h a k k o n s u m e n d a p a t d i l i h a t d a r i
image y a n g d i t a n a m k a n s e s u a i d e n g a n p r o m o s i y a n g t e l a h d i l a k u k a n o l e h
p e r u s a l i a a n .
S e l a i n p e m i l i h a n m e d i a p r o m o s i y a n g t e p a t d a n p e r u s a h a a n y a n g k u r a n g
m e m p e r h a t i k a n p r o m o s i m a k a a k a n m e n g a l a m i k e n d a l a d a l a m m e n j u a l p r o d u k n y a
b a h k a n a k a n m e r u g i k a n p e r u s a h a a n .
P r o m o s i b e r p e r a n s e b a g a i s a r a n a k o m u n i k a s i a n t a r a p e r u s a h a a n d e n g a n
k o n s u m e n , a k t i v i t a s p r o m o s i y a n g d i l a k u k a n p e r u s a h a a n , a k a n m e m b a n t u
p e r u s a h a a n d a l a m m e m a s a r k a n p r o d u k a t a u j a s a k e p a d a k o n s u m e n . D a l a m u p a y a
m e r a i h p e l u a n g p a s a r k e g i a t a n p e m a s a r a n t i d a k h a n y a m e n c a k u p u p a y a m e n j u a l
b a r a n g , t e t a p i j u g a h a r u s m c m p e r h a t i k a n b e n t u k - b e n t u k p r o m o s i d a n b a g a i m a n a
p r o m o s i t e r s e b u t d i s a m p a i k a n s e h i n g g a d a p a t d i t e r i m a d e n g a n m u d a h d a n d a p a t
d i m e n g c r t i o l e h m a s y a r a k a t . U n t u k k e s i n a m b u n g a n u s a h a d a l a m k o n d i s i
p e r s a i n g a n k e t a t m a k a p e r u s a h a a n p e r l u m e n e t a p k a n s t r a t e g i p r o m o s i y a n g t e p a t .
C V . S a h a b a t M o t o r L a m p u n g B a r a t m e r u p a k a n p e r u s a h a a n d a g a n g y a n g
b e r g e r a k d i b i d a n g p e m a s a r a n . Y a n g m e n a w a r k a n p r o d u k b e r u p a s e p e d a m o t o r
3
s e r t a s p a r e p a r t , d a n o n d e r d i l , B a n y a k n y a p e r u s a h a a n y a n g b e r g e r a k d i b i d a n g
y a n g s a m a m e r u p a k a n t a n t a n g a n y a n g h a r u s d i h a d a p i C V . S a h a b a t M o t o r
L a m p u n g B a r a t u n t u k m c n a n g a n i p e r s a i n g a n - p e r s a i n g a n t e r s e b u t , p e n a w a r a n
p r o d u k y a n g b a i k h a r u s m e n c a k u p j a r i n g a n d i s t r i b u s i y a n g b a i k , margin y a n g
t e r j a n g k a u o l e h k o n s u m e n . D a l a m h a l i n i C V . S a h a b a t M o t o r L a m p u n g B a r a t
h a r u s m a m p u m e n j a l i n k o m u n i k a s i y a n g b a i k d e n g a n k o n s u m e n m a u p u n
p e i a n g g a n . d a n u n t u k m e n j a l a n k a n k o m u n i k a s i y a n g b a i k t e r s e b u t C V . S a h a b a t
M o t o r L a m p u n g B a r a t h a r u s m e n g e m b a n g k a n s i s t e m p r o m o s i y a n g b a i k d a n
t e p a t .
C V . S a h a b a t M o t o r L a m p u n g B a r a t d a l a m m e m a s a r k a n p r o d u k
m e n g g u n a k a n s e m u a j e n i s b a u r a n p r o m o s i a n t a r a l a i n : p e r i k l a n a n (advertising),
p r o m o s i p e n j u a l a n (sales promotion), p e n j u a l a n p r i b a d i (personal sailing).
p r o m o s i y a n g d i g u n a k a n C V . S a h a b a t M o t o r L a m p u n g B a r a t a d a l a h u n t u k
m e n a n a m k a n p i l i h a n a t a u k e y a k i n a n k e p a d a k o n s u m e n , m e n g e n a i l a y a n a n C V .
S a h a b a t M o t o r L a m p u n g B a r a t y a i t u d e n g a n m e n g a d a k a n p e n j u a l a n s e c a r a
l a n g s u n g , t a t a p m u k a (personal selling), p e m b e l i a n s e c a r a l a n g s u n g i n i d i l a k u k a n
m e l a l u i j a s a k a r y a w a n y a n g b e r h a d a p a n l a n g s u n g d e n g a n k o n s u m e n . p r o m o s i
p e n j u a l a n (sales promotion) y a i t u d e n g a n m e m b e r i k a n h a r g a m u r a h
m e n g u n t u n g k a n b a g i k o n s u m e n , p e r i k l a n a n (advertising) y a i t u d e n g a n
m e m b a g i k a n s e l e m b a r a n b e r u p a b r o s u r k e p a d a k o n s u m e n y a n g d a t a n g . D e n g a n
m e m b a n g u n c i t r a p o s i t i f d i r i C V . S a h a b a t M o t o r L a m p u n g B a r a t t e r h a d a p
m a s y a r a k a t .
4
B e r d a s a r k a n i n f o s m a s i y a n g k a m i p e r o l e h d a r i C V . S a h a b a t M o t o r L a m p u n g
B a r a t t e n t a n g p e n j u a l a n ( b a n y a k n y a k o n s u m e n ) y a n g d i p e r o l e h C V . S a h a b a t
M o t o r L a m p u n g B a r a t m e n g a l a m i n a i k t u r u n d a l a m m e n d a p a t k a n k o n s u m e n h a l
i n i d i s e b a b k a n k a r e n a C V . S a h a b a t M o t o r L a m p u n g B a r a t b e l u m m e n j a l a n k a n
p r o m o s i s e c a r a e t e k t i f . B e l u m e f e k t i f n y a p r o m o s i y a n g d i j a l a n k a n C V . S a h a b a t
M o t o r L a m p u n g B a r a t m i s a l k a n u n t u k p r i k l a n a n (advertising) f u n g s i n y a b e l u m
b e r j a l a n e f e k t i f k a r e n a C V . S a h a b a t M o t o r L a m p u n g B a r a t h a n y a m e n y e b a r k a n
b r o s u r k e p a d a k o n s u m e n y a n g d a t a n g d a n h a n y a m e m a s a n g i k l a n m e l a l u i m e d i a
c e t a k t e t a p i h a n y a s e c a r a b e r k a l a , C V . S a h a b a t M o t o r L a m p u n g B a r a t s a j a d a n
t i d a k m e n g u l a n g i k e m b a l i p e n y e b a r a n b r o s u r k e m a s y a r a k a t , s e h i n g g a b a n y a k
m a s y a r a k a t t i d a k t a h u p r o d u k a p a s a j a y a n g d i t a w a r k a n C V . S a h a b a t M o t o r
L a m p u n g B a r a t .
S e d a n g k a n t a r g e t u t a m a a d a l a h m a s y a r a k a t s e k i t a r , p r o m o s i p e n j u a l a n (sales
promotion) b e l u m e t e k t i f C V . S a h a b a t M o t o r L a m p u n g B a r a t b e l u m m a m p u
m e n a r i k p e i a n g g a n u n t u k m e l e b i h i t a r g e t , b e r d a s a r k a n u r a i a n d i a t a s , m a k a p e n u l i s
dalam m e l a k u k a n p e n e l i t i a n i n i m e m i l i h j u d u l "Pengaruh Biaya Promosi
Terhadap Penjualan Pada C V Sahabat Motor Lampung Barat."
B. Rumusan Masalah
B a g a i m a n a p e n g a r u h b i a y a p r o m o s i t e r h a d a p p e n j u a l a n p a d a C V . S a h a b a t
M o t o r L a m p u n g B a r a t ?
5
C. Tujuan Penelitian
U n t u k m e n g e t a h u i p e n g a r u h b i a y a p r o m o s i t e r h a d a p p e n j u a l a n p a d a C V .
S a h a b a t M o t o r L a m p u n g B a r a t .
D. Manfaat Penelitian
A d a p u n k e g u n a a n y a n g i n g i n d i c a p a i d a l a m p e n e l i t i a n i n i a d a l a h s e b a g a i
b e r i k u t :
1 . B a g i P e n u l i s
2 . D e n g a n a d a n y a p e n e l i t i a n i n i , m a k a p e n u l i s d a p a t m e n g a p l i k a s i k a n i l m u y a n g
d i p e r o l e h d e n g a n k e n y a t a a n y a n g a d a d i l a p a n g a n .
3 . B a g i A l m a m a t e r
H a s i l p e n e l i t i a n i n i d a p a t d i j a d i k a n s e b a g a i r e f e r e n s i d a n b a h a n b a c a a n
j u g a s e b a g a i b a h a n p e r t i m b a n g a n u n t u k m e l a k u k a n p e n e l i t i a n l e b i h l a n j u t .
4 . B a g i P e r u s a h a a n
H a s i l p e n e l i t i a n i n i d i h a r a p k a n d a p a t d i j a d i k a n p e m i k i r a n d a n t a m b a h a n
i n f o r m a s i b a g i C V . S a h a b a t M o t o r L a m p u n g B a r a t m e n e n t u k a n k e b i j a k a n
p e m a s a r a n d i m a s a d a t a n g d a l a m m e n i n g k a t k a n p e n j u a l a n .
6
B A B U
TINJAIIAN PUSTAKA
A. Penelitiaa Sebelumnya
P e n e l i t i a n y a n g d i l a k u k a n o l e h J e f r i A n t i n i ( 2 0 0 5 ) d e n g a n j u d u l " P e n g a r u h
b i a y a p r o m o s i d a n b i a y a d i s t r i b u s i t e r h a d a p v o l u m e p e n j u a l a n p a d a C V
M o t o r i n d o P a l e m b a n g " . A d a p u n h a s i l a n a l i s a d a r i p e n e l i t i a n t e r s e b u t a d a l a h
s e b a g a i b e r i k u t : h a s i l a n a l i s i s r e g r e a s i m e n u n j u k a n b a h w a a d a n y a p e n g a r u h b i a y a
p r o m o s i t e r h a d a p v o l u m e p e n j u a l a n . H a l i n i t e r b u k t i d e n g a n h a s i l b o = 4 8 , 4 0 , h a s i l
b l = 1 4 3 , 4 7 , d a n h a s i l b 2 = 4 , 7 3 h a l i n i b e r a r t i a p a b i l a p e r u s a h a a n t i d a k
m e n g e l u a r k a n b i a y a p r o m o s i d a n b i a y a d i s t r i b u s i m a k a v o l u m e p e n j u a l a n y a n g
a k a n d i p e r o l e h d a n d i s t r i b u s i t e t a p m a k a v o l u m e p e n j u a l a n a k a n b e r t a m b a h
s e b e s a r R p . 1 4 3 . 4 7 0 . 0 0 0 , - d a n a p a b i l a b i a y a d i s t r i b u s i d i n a i k k a n R p . 1 . 0 0 0 . 0 0 0 , -
s e d a n g k a n b i a y a p r o m o s i t e t a p m a k a v o l u m e p e n j u a l a n a k a n b e r t a m b a h s e b e s a r
R p . 4 . 7 3 0 . 0 0 0 , -
B e r d a s a r k a n h a s i l a n a l i s i s k o r e l a s i m e n u n j u k k a n b a h w a a n t a r a b i a y a
p r o m o s i d e n g a n v o l u m e p e n j u a l a n d i p e r o l e h h a s i l s e b e s a r 0 , 9 7 a t a u m e n d e k a t i 1.
H a l i n i b e r a r t i b a h w a v o l u m e p e n j u a l a n m e m p u n y a i h u b u n g a n y a n g e r a t d a n
b e r s i f a t s a t u a r a h .
7
B e r d a s a r k a n p e r h i t u n g a n d e n g a n m e n g g u n a k a n u j i s i g n i f i k a s i s e r e n t a k ( u j i
F ) d i p e r o l e h h a s i l F ^ 1 0 6 , 6 3 d a n f t a b l e - 2 , 8 1 , a t a u F l e b i h b e s a r d a r i F t a b l e y a n g
b e r a r t i b a h w a b i a y a p r o m o s i d a n b i a y a d i s t r i b u s i y a n g d i k e l u a r k a n C V .
M o t o r i n d o P a l e m b a n g m e m p u n y a i h u b u n g a n y a n g n y a t a t e r h a d a p v o l u m e
p e n j u a l a n .
P e n e l i t i a n y a n g d i l a k u k a n o l e h R a n i M e i s i N u r u t a m i ( 2 0 0 8 ) y a n g b e r j u d u l
" P e n g a r u h P r o m o s i T e r h a d a p V o l u m e P e n j u a l a n P a d a P D . M a t a h a r i P a l e m b a n g " .
R u m u s a n m a s a l a h d a l a m P e n e l i t i a n n y a a d a l a h a p a k a h a d a P e n g a r u h P r o m o s i
t e r h a d a p V o l u m e p e n j u a l a n p a d a P D M a t a h a r i P a l e m b a n g . T u j u a n p e n e l i t i a n y a i t u
u n t u k m e n g e t a h u i j e n i s p r o m o s i a p a y a n g d a p a t m e n i n g k a t k a n v o l u m e p e n j u a l a n
P D . M a t a h a r i P a l e m b a n g .
J e n i s p e n e l i t i a n y a n g d i g u n a k a n p e n e l i t i a n a s o s i a t i f . D a t a y a n g d i g u n a k a n
a d a l a h d a t a p e r u s a h a a n s e l a m a p e r i o d e t a h u n 2 0 0 4 s a m p a i 2 0 0 6 . T e k n i k
p e n g u m p u l a n d a t a y a n g d i g u n a k a n a d a l a h , w a w a n c a r a s e d a n g k a n m e t o d e a n a l i s i s
y a n g d i g u n a k a n a d a l a h , m e t o d e d e s k r i p t i f k u a l i t a i f y a i t u d e n g a n m e n g g u n a k a n
p e n d e k a t a n k o r e l a s i o n a l , u n t u k m e n g e t a h u i p e n g a r u h p r o m o s i t e r h a d a p v o l u m e
p e n j u a l a n .
U n t u k m e n g e t a h u i d i t e r i m a a t a u t i d a k n y a h i p o t e s i s y a n g t e l a h
d i s a m p a i k a n p a d a b a b s e b e l u m n y a , d e n g a n k r i t e r i a p e n g u j i a n h i p o t e s i s a d a l a h j i k a
R h i t u n g a n l e b i h b e s a r ( > ) d a r i p a d a r t a b e l , m a k a H o d i t o l a k H a d i t e r i m a . D a r i
h a s i l p e r h i t u n g a n d i d a p a t n i l a i r h i t u n g l e b i h b e s a r ( > ) d a r i p a d a r t a b e l m e n d e k a t i
8
l ( s a t u ) , m a k a H o d i t o l a k d a n H a d i t e r i m a b e r a r t i a d a p e n g a r u h p r o m o s i t e r h a d a p
p e n i n g k a t a n v o l u m e p e n j u a l a n .
B e r d a s a r k a n h a s i l p e r h i t u n g a n d i a t a s m a k a n i l a i r d i d a p a t a d a l a h 0 , 7 8 .
N i l a i r h i t u n g a n t e r s e b u t s e l a n j u t k a n d i b a n d i n g k a n d e n g a n n i l a i r t a b e l u n t u k
t i n g k a t k e s a l a h a n ( @ ) 5% d a r i n i l a i N = 2 0 j i k a d i l i h a t d a r i t a b e l d i s t r i b u s i r , m a k a
a k a n d i p e r o l e h n i l a i y a i t u 0 , 4 4 4 . S e h i n g g a p e r h a n d i n g a n a n t a r h a s i l r h i t u n g
d e n g a n r t a b e l a k a n d i k e t a h u i b a h a w a h a s i l r h i t u n g a n l e b i h b e s a r d a r i t a b e l ( 0 , 7 8 >
0 . 4 4 4 4 ) . D e n g a n d e m i k i a n j a w a b a n d a r i h i p o t e s i s a d a l a h H a d i t e r i m a b e r a r t i
t e r d a p a t p e n g a r u h p r o m o s i t e r h a d a p p e n i n g k a t a n v o l u m e p e n j u a l a n .
B. Landasan Teori
1. Pengertian Pemasaran
M e n u r u t S o f y a n A s s a u r i ( 2 0 0 4 : 5 ) p e m a s a r a n a d a l a h u s a h a u n t u k
m e n y e d i a k a n d a n m e n y a m p a i k a n b a r a n g d a n j a s a y a n g t e p a t k e p a d a o r a n g -
o r a n g y a n g t e p a t p a d a t e m p a t d a n w a k t u s e r t a h a r g a y a n g t e p a t d e n g a n p r o m o s i
d a n k o m o n i k a s i y a n g t e p a t . P e m a s a r a n a d a l a h k e g i a t a n m a n u s i a y a n g d i a r a h k a n
u n t u k m e m e n u h i d a n m e m u a s k a n k e b u t u h a n s e r t a k e i n g i n i n m e l a l u i p r o s e s
p e r t u k a r a n .
P e n g e r t i a n P e m a s a r a n m e n u r u t B a s u S w a s t h a , ( 2 0 0 1 : 8 ) . P e m a s a r a n a d a l a h
s i s t e m k e s e l u r u h a n d a r i k e g i a t a n u s a h a y a n g d i t u j u k a n u n t u k m e r e n c a n a k a n ,
m e n e n t u k a n h a r g a , m e m p r o m o s i k a n d a n m e n d i s t r i b u s i k a n b a r a n g , j a s a , i d e
k e p a d a p a s a r s a s a r a n a g a r d a p a t m e n c a p a i t u j u a n o r g a n i s a s i .
9
P e n g e r t i a n P e m a s a r a n M e n u r u t W Y . S t a n t o n ( 2 0 0 6 : 3 4 ) . P e m a s a r a n a d a l a h
s e s u a t u y a n g m e l i p u t i s e l u r u h s i s t e m y a n g b e r h u b u n g a n d e n g a n t u j u a n u n t u k
m e r e n c a n a k a n d a n m e n e n t u k a n h a r g a s a m p a i d e n g a n m e m p r o m o s i k a n d a n
m e n d i s t r i b u s i k a n b a r a n g d a n j a s a y a n g b i s a m e m u a s k a n k e b u t u h a n p e m b e l i a k t u a l
m a u p u n p o t e n s i a l .
S t a n t o n ( 2 0 0 1 : 1 7 9 ) b e r p e n d a p a t b a h w a p e m a s a r a n a d a l a h s i s t e m
k e s e l u r u h a n d a r i k e g i a t a n u s a h a y a n g d i t u n j u k a n u n t u k m e r e n c a n a k a n ,
m e n d i s t r i b u s i k a n b a r a n g d a n j a s a y a n g d a p a t m e m u a s k a n k e b u t u h a n k e p a d a
p e m b e l i y a n g a d a m a u p u n p e m b e l u p o t e n s i a l .
P e n g e r t i a n P e m a s a r a n M e n u r u t P h i l i p d a n D u n c a n ( 2 0 0 6 : 2 6 ) . P e m a s a r a n
y a i t u s e s u a t u y a n g m e l i p u t i s e m u a l a n g k a h y a n g d i p a k a i a t a u d i b u t u h k a n u n t u k
m e n e m p a t k a n b a r a n g y a n g b e r s i f a t t a n g i b l e k e t a n g a n k o n s u m e n . S e d a n g k a n
M e n u r u t K o t l e r ( 2 0 0 5 : 1 0 ) P e m a s a r a n a d a l a h s u a t u p r o s e s s o s i a l y a n g d e n g a n
p r o s e s i t u i n d i v i d u d a n k e l o m p o k m e n d a p a t k a n a p a y a n g m e r e k a b u t u h k a n d a n
i n g i n k a n u n t u k m e n c i p t a k a n , m e n a w a r k a n d a n , s e c a r a b e b a s m e m p e r t u k a r k a n
p r o d u k d a n j a s a y a n g b e r n i l a i d e n g a n p i h a k I a i n .
M e n u r u t K o t l e r ( 2 0 0 5 : 1 0 ) . P e n g g u n a k o n s e p p e m a s a r a n b a g i s e b u a h
p e r u s a h a a n d a p a t m e n u n j a n g b e r h a s i l n y a b i s n i s y a n g d i l a k u k a n . S e b a g a i f a i s a f a h
b i s n i s k o n s e p p e m a s a r a n t e r s e b u t d i s u s u n d e n g a n m e m a s u k k a n t i g a e l e m e n p o k o k
y a i t u :
1 0
a. O r i e n t a s i k e p a d a k o n s u m e n
b . V o l u m e p e n j u a l a n y a n g m e n g u n t u n g k a n
c. K o o r d i n a s i d a n i n t e g r a s i s e l u r u h k e g i a t a n p e m a s a r a n d a l a m p e r u s a h a a n
D a r i k e d u a d e f i n i s i t e r s e b u t d i a t a s d a p a t d i s i m p u l k a n b a h w a p e m a s a r a n
m e r u p a k a n s u a t u i n t e r a k s i y a n g b e r u s a h a m e n c i p t a k a n h u b u n g a n p e r t u k a r a n , t e t a p i
p e m a s a r a n b u k a n l a h s u a t u c a r a s e d e r h a n a u n t u k m e n g h a s i l k a n p e n j u a l a n s a j a .
D a l a m h a l i n i , p e r t u k a r a n m e r u p a k a n s u a t u t a h a p d a l a m p e m a s a r a n .
2. Bauran Pemasaran
M e n u r u t K o t l e r a n d K e l l e r ( 2 0 0 6 : 1 9 ) marketing mix is the set of marketing
tools the firm uses to pursue it's marketing objektives, a r t i n y a b a u r a n p e m a s a r a n
a d a l a h s e p e r a n g k a t a l a t p e m a s a r a n y a n g d i g u n a k a n p e r u s a h a a n u n t u k t e r u s
m e n e r u s m e n c a p a i t u j u a n p e m a s a r a n d i p a s a r s a s a r a n . S e d a n g k a n M e n u r u t K o t l e r
d a n A r m s t r o n g ( 2 0 1 1 : 8 1 ) b a u r a n p e m a s a r a n d a p a t d i a r t i k a n s e p e r a n g k a t a l a t
p e m a s a r a n t a k t i s t e r k e n d a l i y a n g d i p a d u k a n o l e h p e r u s a h a a n u n t u k m e n g h a s i l k a n
r e s p o n y a n g d i i n g i n k a n p a s a r s a s a r a n y a .
M e n u r u t S o f y a n A s s a u r i ( 2 0 0 4 : 5 ) p e m a s a r a n a d a l a h u s a h a u n t u k
m e n y e d i a k a n d a n m e n y a m p a i k a n b a r a n g d a n j a s a y a n g t e p a t p a d a t e m p a t d a n
w a k t u s e r t a h a r g a y a n g t e p a t d e n g a n p r o m o s i d a n k o m u n i k a s i y a n g t e p a t .
P e m a s a r a n a d a l a h k e g i a t a n m a n u s i a y a n g d i a r a h k a n u n t u k m e m e n u h i d a n
m e m u a s k a n k e b u t u h a n s e r t a k e i n g i n a n m e l a l u i p r o s e s p e r t u k a r a n .
11
M e n u r u t B u c h a r i A l m a ( 2 0 0 8 : 2 0 5 ) b a u r a n p e m a s a r a n a d a l a h s t r a t e g i
m e n c a m p u r k e g i a t a n - k e g i a t a n p e m a s a r a n , a g a r d i c a r i k o m b i n a s i m a k s i m a l
s e h i n g g a m e n d a t a n g k a n h a s i l y a n g m e m u a s k a n , marketing mix t e r d i r i d a r i e m p a t
k o m p o n e n a t a u d i s e b u t 4 P y a i t u product, place, price d a n promotion.
M e n u r u t B i t n e r d a l a m R a t i h H u r r i y a t i ( 2 0 0 5 : 4 8 ) m e n g e m u k a k a n d e f i n i s i
b a u r a n p e m a s a r a n s e b a g a i e i e m e n - e l e m e n o r g a n i s a s i p e r u s a h a a n y a n g d a p a t
d i k o n t r o l o l e h p e r u s a h a a n d a l a m m e l a k u k a n k o m u n i k a s i d e n g a n k o n s u m e n d a n
a k a n d i p a k a i u n t u k m e m u a s k a n k o n s u m e n .
M e n u r u t B a s u S w a s t a , ( 2 0 0 6 : 1 4 ) a d a e m p a t v a r i a b e l b a u r a n p e m a s a r a n
y a n g d i k e n a l s e b a g a i e m p a t P y a i t u :
a. P r o d u k (product)
A d a l a h k o m b i n a s i b a r a n g d a n s a j a y a n g d i t a w a r k a n o l e h p e r u s a h a a n
k e p a d a p a s a r s a s a r a n . M e n u r u t g o l o n g a n p r o d u k d i b a g i 2 ( d u a ) y a i t u :
1 . B e r d a s a r k a n d a y a t a h a n d a n t e r w u j u d n y a , p r o d u k d i k l a s i f i k a s i k a n k e d a l a m 3
( t i g a ) k e l o m p o k y a i t u :
a ) B a r a n g t a h a n l a m a
A d a l a h b a r a n g s e c a r a n o r m a l d a p a t d i p a k a i b e r k a l i - k a l i d a l a m j a n g k a
w a k t u y a n g l a m a .
12
b ) B a r a n g t i d a k t a h a n l a m a
A d a l a h b a r a n g y a n g s e c a r a n o r m a l h a n y a d a p a t d i p a k a i s a t u k a l i a t a u
b e b e r a p a k a l i s a j a a r t i n y a s e k a l i b a r a n g t e r s e b u t d i p a k a i a k a n h a b i s , r u s a k a t a u
t i d a k b i s a d i p a k a i l a g i .
c ) J a s a
A d a l a h k e g i a t a n , m a n f a a t , a t a u k e p u a s a n y a n g d i t a w a r k a n u n t u k d i j u a l .
2 . B e r d a s a r k a n p e n g g u n a a n m e n u r u t t u j u a n p e m a k a i a n n y a , p r o d u k
d i k l a s i f i k a s i k a n m e n j a d i :
a ) B a r a n g k o n s u m e n : a d a l a h y a n g d i b e l i u n t u k k o n s u m s i j a d i p e m b e l i a d a l a h
k o n s u m e n a k h i r b u k a n p e m a k a i i n d u s t r i k a r e n a b a r a n g t e r s e b u t t i d a k
d i p r o s e s l a g i .
b ) B a r a n g i n d u s t r i : a d a l a h b a r a n g y a n g d i b e l i u n t u k d i p r o s e s l a g i a t a u u n t u k
k e p e n t i n g a n d a l a m i n d u s t r i b a i k s e c a r a l a n g s u n g a t a u t i d a k l a n g s u n g
d i p a k a i p r o s e s p r o d u k s i .
b . H a r g a (price)
A d a l a h j u m l a h u a n g y a n g h a r u s d i b a y a r o l e h p e i a n g g a n u n t u k m e m p e r o l e h
p r o d u k . S e b u a h h a r g a p r o d u k a t a u j a s a m e r u p a k a n f a k t o r p e n e n t u u t a m a
p e r m i n t a a n p a s a r , m e m p e n g a r u h i p e r s a i n g a n h a r g a m e m p u n y a i p e n g a r u h y a n g
b e s a r t e r h a d a p p e n d a p a t a n l a b a b e r s i h p e i T i s a h a a n . H a r g a m e r u p a k a n v a r i a b e l
13
k e p u t u s a n p e m a s a r a n y a n g p e n t i n g l a i n y a , y a k n i j u m l a h u a n g y a n g h a r u s
d i k e l u a r k a n u n t u k m e n d a p a t k a n p r o d u k t e r s e b u t .
D i d a l a m p e n e t a p a n t i n g k a t h a r g a y a n g t e p a t p e r u s a h a a n h a r u s
m e m p e r t i m b a n g k a n k e a d a a n p e r s a i n g a n p a s a r , j i k a h a r g a j u a l l e b i h t i n g g i d a r i
h a r g a s a i n g a n m a k a p r o d u k y a n g d i t a w a r k a n a k a n s e d i k i t a t a u m u n g k i n t i d a k
t e r j u a l s a m a s e k a l i , d a n p a b i l a p r o d u k d i j u a l d i b a w a h h a r g a p a r a p e s a i n g m a k a
p r o d u k m u n g k i n a k a n b a n y a k t e r j u a l t e t a p i k e u n t u n g a n y a n g d i h a r a p k a n b e l u m
t e n t u t e r c a p a i .
c. P r o m o s i (promotion)
P r o m o s i a d a l a h s e b a g a i p e n g e m b a n g a n d a n p e n y e b a r a n k o m u n i k a s i p e r s u a s i f
m e n g e n a i p e n a w a r a n y a n g d i r a n c a n g u n t u k m e n a r i k k o n s u m e n . D e f i n i s i d i a t a s
m e n e k a n k a n p a d a m a s a l a h p r o m o s i y a n g b e r t u j u a n u n t u k m e m b e r i t a h u k a n ,
m e m p e n g a r u h i , m e m b u j u k , k o n s u m e n a g a r m e m b e l i d a n m e n g g u n a k a n p r o d u k
y a n g d i t a w a r k a n s e r t a m e n g i n g a t k a n k e b e r a d a a n p r o d u k t e r s e b u t .
d . D i s t r i b u s i [place)
A d a l a h a k t i v i t a s p e r u s a h a a n u n t u k m e m b u a t p r o d u k t e r s e d i a b a g i k o n s u m e n
s a s a r a n . P e n g g u n a a n s a l u r a n d i s t r i b u s i y a n g e f e k t i f a k a n s a n g a t m e n u n j a n g
k e g i a t a n p e m i n d a h a n b a r a n g d a r i p r o d u s e n k e k o n s u m e n , d a n s e b a l i k n y a
p e n g g u n a s a l u r a n d i s t r i b u s i y a n g t i d a k e f e k t i f a k a n m e n g h a m b a t p e n y a l u r a n
b a r a n g d a r i p r o d u s e n k e k o n s u m e n .
14
B a u r a n p e m a s a r a n {marketing mix) m e n u r u t K o t l e r a n d A r m s t r o n g ( 2 0 1 1 ;
8 1 ) m e m i l i k i e m p a t k o m p o n e n p e n t i n g y a i t u :
1 ) P r o d u k (product) a d a l a h s e g a l a s e s u a t u y a n g d a p a t d i t a w a r k a n k e p a d a p a s a r
u n t u k m e n d a p a t k a n p e r h a t i a n a k u i s i s i , p e n g g u n a a n , a t a u k o n s u m s i y a n g
d a p a t m e m u a s k a n k e i n g i n a n a t a u k e b u t u h a n . P r o d u k m e n c a k u p l e b i h d a r i
s e k e d a r b a r a n g - b a r a n g y a n g b e r w u j u d (tangible). D a l a m a r t i l u a s s e b u a h
p r o d u k a d a l a h s e g a l a s e s u a t u y a n g m e m i l i k i n i l a i d i s u a t u p a s a r s a s a r a n
d i m a n a k e m a m p u a n n y a m e m b e r i k a n m a n f a a t d a n k e p u a s a n t e r m a s u k b e n d a ,
j a s a , d a n o r g a n i s a s i , t e m p a t , o r a n g , d a n i d e .
2 ) H a r g a (price), a d a l a h j u m l a h y a n g d i t a g i h k a n a t a s s u a t u p r o d u k a t a u j a s a ,
h a r g a m e r u p a k a n e l e m e n p e m a s a r a n y a n g m e n g h a s i l k a n p e n d a p a t a n d a n
d a p a t b e r u b a h s e c a r a f l e k s i b e l . M e n u r u t F a n d y T j i p t o n o ( 2 0 0 8 : 1 5 1 ) h a r g a
m e r u p a k a n s a t u a n m o n e t e r a t a u u k u r a n l a i n y a t e r m a s u k b a r a n g d a n j a s a
l a i n n y a y a n g d a p a t d i t u k a r k a n a g a r m e m p e r o l e h h a k k e p e m i l i k a n a t a u
p e n g g u n a a n s u a t u b a r a n g a t a u j a s a .
3 ) D i s t r i b u s i (distribution), m e r u p a k a n a k t i f i t a s y a n g d i j a l a n k a n p e r u s a h a a n
u n t u k m e n d i s t r i b u s i k a n p r o d u k n y a k e p a d a k o n s u m e n , s e h i n g g a p r o d u k
d a p a t d i p e r o l e h p a d a t e m p a t d a n w a k t u y a n g t e p a t , p r a n t a r a p e m a s a r a n
d i g u n a k a n s e b a g i a n b e s a r p r o d u s e n d a l a m m e m a s a r k a n p r o d u k , k h u s u s n y a
p r o d u k b e r u p a b a r a n g .
4 ) P r o m o s i (promotion), a d a l a h s u a t u a k t i f i t a s y a n g d i l a k u k a n o l e h p e r u s a h a a n
u n t u k m e n g i n f o r m a s i k a n d a n m e m b u j u k p a s a r , m e n g e n a i s u a t u ( p r o d u k a t a u
J a s a ) . S t r a t e g i y a n g d a p a t d i l a k u k a n o l e h p r u s a h a a n u n t u k
15
m e n g k o m u n i k a s i k a n p r o d u k a d a l a h d e n g a n m e n g g u n a k a n s t r a t e g i b a u r a n
p r o m o s i (promotion mix) y a n g t e r d i r i d a r i e m p a t k o m p o n e n u t a m a y a i t u
p e r i k l a n a n (advertising) p r o m o s i p e n j u a l a n (sales promotion), h u b u n g a n
m a s y a r a k a t {publik relation) d a n p e n j u a l a n p e r s e o r a n g a n (personal sailing).
M e n u r u t K o t l e r d a n A r m s t r o n g ( 2 0 0 1 1 : 8 1 ) . B a u r a n p e m a s a r a n m e r u p a k a n
s a r a n a t a k t i s p e r u s a h a a n u n t u k m e n e n t u k a n p o s i t i o n i n g y a n g k u a t d a l a m p a s a r
s a s a r a n , p e m a s a r a n y a n g e f e k t i f m e m a d u k a n s u a t u e l e m e n b a u r a n p e m a s a r a n
k e d a l a m s u a t u p r o g r a m p e m a s a r a n y a n g t e r i n t e g r a s i y a n g d i r a n c a n g u n t u k
m e n c a p a i t u j u a n p e m a s a r a n p e r u s a h a a n d e n g a n m e n g h a n t a r k a n n i l a i b a g i
k o n s u m e n .
D a l a m h a l i n i p e r u s a h a a n d a p a t m e n g e n d a l i k a n s e t i a p k o m p o n e n d a r i m a r k e t i n g
m i x , d i m a n a s e t i a p k o m p o n e n t e r s e b u t h a r u s d i b a l i k u n t u k m e n g h a s i l k a n
p e n c a p a i a n t u j u a n s e c a r a o p t i m a l .
3. Promosi
a. P e n g e r t i a n P r o m o s i
P r o m o s i a d a l a h s a r a n a k o m u n i k a s i p r o d u k a a t a u j a s a y a n g d i t a w a r k a n
p e r u s a h a a n k e p a d a k o n s u m e n s a s a r a n y a n g b e r t u j u a n u n t u k m e r u b a h s i k a p d a n
t i n g k a h l a k u k o n s u m e n t e r h a d a p p r o d u k a t a u j a s a . P r o d u k b e r k u a l i t a s b e l u m t e n t u
d i m i n a t i k o n s u m e n t a n p a a d a n y a p r o m o s i y a n g e f e k t i f , k a r e n a p r o m o s i d a p a t
m e n c i p t a k a n p e r m i n t a a n p r o d u k a t a u j a s a .
1 6
M e n u r u t B a s u S w a s t h a ( 2 0 0 6 : 2 3 7 ) p r o m o s i a d a l a h a r u s i n f o r m a s i a t a u
p e r s u a s i s a t u a r a h y a n g d i b u a t u n t u k m e n g a r a h k a n s e s e o r a n g a t a u o r g a n i s a s i
k e p a d a t i n d a k a n y a n g m e n c i p t a k a n p e r t u k a r a n d a l a m p e m a s a r a n . S e d a n g k a n
M e n u r u t L a m b d k k ( 2 0 0 5 : 1 4 5 ) p r o m o s i a d a l a h k o m u n i k a s i d a r i p a r a p e m a s a r
y a n g m e n g i n f o r m a s i k a n , m e m b u j u k d a n m e n g i n g a t k a n p a r a c a l o n p e m b e l i s u a t u
p r o d u k d a l a m r a n g k a m e m p e n g a r u h i p e n d a p a t m e r e k a a t a u r e s p o n m e r e k a .
S e d a n g k a n p e n g e r t i a n p r o m o s i m e n u r u t A l m a ( 2 0 0 6 : 1 7 9 ) , " P r o m o s i
a d a l a h s e j e n i s k o m u n i k a s i y a n g m e m b e r i p e n j e l a s a n d a n m e y a k i n k a n c a l o n
k o n s u m e n m e n g e n a i b a r a n g d a n j a s a d e n g a n t u j u a n u n t u k m e m p e r o l e h p e r h a t i a n ,
m e n d i d i k , m e n g i n g a t k a n d a n m e y a k i n k a n c a l o n k o n s u m e n " .
M e n u r u t S a l a d i n ( 2 0 0 2 : 1 2 3 ) , " P r o m o s i a d a l a h s u a t u k o m u n i k a s i i n f o r m a s i
p e n j u a l d a n p e m b e l i y a n g b e r t u j u a n u n t u k m e r u b a h s i k a p d a n t i n g k a h l a k u
p e m b e l i , y a n g s e b e l u m n y a t i d a k m e n g e n a i m e n j a d i m e n g e n a i s e h i n g g a m e n j a d i
p e m b e l i d a n m e n g i n g a t p r o d u k t e r s e b u t " .
M e n u r u t F a n d y T j i p t o ( 2 0 0 2 : 2 0 0 ) p r o m o s i a d a l a h s e m u a k e g i a t a n y a n g
d i m a k s u d u n t u k m e n y a m p a i k a n a t a u m e n g k o m u n i k a s i k a n s u a t u p r o d u k k e p a d a
d a s a r s a s a r a n u n t u k m e m b e r i i n f o r m a s i t e n t a n g k e i s t i m e w a a n , k e g u n a a n d a n y a n g
p a l i n g p e n t i n g a d a l a h t e n t a n g k e b e r a d a a n u n t u k m e r u b a h s i k a p a t a u u n t u k
m e n d o r o n g o r a n g u n t u k b e r t i n d a k . S e d a n g k a n M e n u r u t W i l i a m ( 2 0 0 2 : 3 4 9 )
p r o m o s i a d a l a h k o m b i n a s i s t r a t e g i y a n g p a l i n g b a i k d a r i v a r i a b e l - v a r i a b e l
p e r i k l a n a n , p e r s o n a l s e l l i n g , d a n a l a t p r o m o s i l a i n n y a y a n g s e m u a n y a
d i r e n c a n a k a n u n t u k m e n c a p a i t u j u a n p r o g r a m p e n j u a l a n .
17
D a r i b e b e r a p a u r a i a n d i a t a s d a p a t d i s i m p u l k a n b a h w a p r o m o s i a d a l a h
k o m u n i k a s i a t a u t i n d a k a n y a n g d i l a k u k a n o l e h p e r u s a h a a n u n t u k m e m p e n g a r u h i
k o n s u m e n s e c a r a l a n g s u n g a t a u t i d a k l a n g s u n g u n t u k m e n i n g k a t k a n v o l u m e
p e n j u a l a n m e l a l u i p e n c i p t a a n p e r t u k a r a n d a l a m p e m a s a r a n .
b . T u j u a n P r o m o s i
T u j u a n p r o m o s i a d a l a h u n t u k m e m p e r k e n a l k a n b a r a n g h a s i l p r o d u k s i , d e n g a n
t u j u a n a g a r k o n s u m e n m e m b e l i h a s i l p r o d u k s i n y a . D e n g a n d e m i k i a n p e n j u a l a n
d a p a t m e n i n g k a t , d a n j u g a d a p a t m e n i n g k a t k a n l a b a p e r u s a h a a n . H a l i n i d a p a t d i
c a p a i s e b u a h p e r u s a h a a n b i l a p r o m o s i y a n g d i g u n a k a n b e n a r - b e n a r t e p a t s e h i n g g a
p e l a k s a n a a n p r o m o s i d a p a t b e r h a s i l s e e f e k t i f m u n g k i n .
M e n u r u t B a s u S w a s t h a ( 2 0 0 0 : 2 2 2 ) t u j u a n u t a m a d a r i p r o m o s i d a p a t
d i j a b a r k a n s e b a g a i b e r i k u t :
1 ) M e m o d i f i k a s i t i n g k a h l a k u
Y a i t u b e r u s a h a u n t u k m e r u b a h t i n g k a h l a k u d a n p e n d a p a t a n , p e n j u a l s e l a l u
m e n c i p t a k a n k e s a n b a i k t e n t a n g d i r i n y a u n t u k m e n d o r o n g p e m b e l i a n b a r a n g d a n
j a s a p e r u s a h a a n . O r a n g y a n g m e l a k u k a n k o m u n i k a s i m e m p u n y a i b e b e r a p a a l a s a n
a n t a r a l a i n m e n c a r i k e s e n a n g a n , m e n c a r i b a n t u a n , m e m b e r i k a n i n f o r m a s i ,
m e n g e m u k a k a n i d e d a n p e n d a p a t .
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2 ) M e m b e r i t a h u
K e g i a t a n y a n g d i t u j u k a n u n t u k m e m b e r i t a h u p a s a r y a n g a k a n d i t u j u t e n t a n g
p e n a w a r a n p e m a s a r a n .
3 ) M e m b u j u k
K e g i a t a n m e m b e r i k a n p e n g a r u h k e p a d a c a l o n p e m b e l i d a l a m w a k t u y a n g
l a m a u n t u k m e n d o r o n g p e m b e l i a n . K e g i a t a n i n i u m u m n y a k u r a n g d i s e n a n g i o l e h
s e b a g i a n m a s y a r a k a t . S e r i n g p e r u s a h a a n t i d a k i n g i n m e m p e r o l e h t a n g g a p a n
s e c e p a t n y a t e t a p i l e b i h m e n g u t a m a k a n u n t u k m e n c i p t a k a n k e s a n p o s i t i f . H a l i n i
d i m a k s u d a g a r d a p a t m e m b e r i p e n g a r u h d a l a m w a k t u y a n g l a m a t e r h a d a p p r i l a k u
p e m b e l i a n .
4 ) M e n g i n g a t k a n
T u j u a n y a n g d i l a k u k a n u n t u k m e n i n g k a t k a n k o n s u m e n a g a r p e r u s a h a a n
d a p a t m e m p e r t a h a n k a n p e m b e l i y a n g a d a , h a l i n i d i l a k u k a n t e r u t a m a u n t u k
m e m p e r t a h a n k a n m e r k p r o d u k d i h a t i m a s y a r a k a t d a n p e r l u d i l a k u k a n s e l a m a
t a h a p k e d e w a s a n d i d a l a m s i k l u s h i d u p p r o d u k .
c. B a u r a n P r o m o s i
M e n u r u t R a t i h H u r r y a n t i ( 2 0 0 5 : 5 9 ) b a u r a n p r o m o s i ( p r o m o t i o n m i x ) , y a i t u
m e n c a k u p :
1) Personal Selling
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Personal selling a d a l a h k o m u n i k a s i h l a n g s u n g a n t a r a p e n j u a l d a n c a l o n
p e m b e l i u n t u k m e p e r k e n a l k a n s u a t u p r o d u k k e p a d a c a l o n p e i a n g g a n d a n
m e m b e n t u k p e m a h a m a n p e i a n g g a n t e r h a d a p p r o d u k s e h i n g g a m e r e k a k e m u d i a n
a k a n m e n c o b a d a n m e m b e l i n y a .
2 ) P r o m o s i p e n j u a l a n (sales promotion)
P r o m o s i p e n j u a l a n (sales promotion) a d a l a h b e n t u k p e r s u a s i l a n g s u n g
m e l a l u i p e n g g u n a a n b e r b a g a i i n s e n t i f y a n g d a p a t d i u k u r u n t u k m e r a n g s a n g
p e m b e l i a n p r o d u k d e n g a n s e g e r a d a n m e n i n g k a t k a n j u m l a h b a r a n g y a n g d i b e l i
o l e h p e i a n g g a n . T u j u a n d a r i p r o m o s i p e n j u a l a n s a n g a t b e r a n e k a r a g a m . M e l a l u i
p r o m o s i p e n j u a l a n , p e r u s a h a a n d a p a t m e n a r i k p e i a n g g a n b a r u , m e m p e n g a r u h i
p e l a n g g a n n y a u n t u k t i d a k m e n c o b a p r o d u k p e s a i n g , m e n d o r o n g p e i a n g g a n
m e m b e l i l e b i h b a n y a k , m e n y e r a n g a k t i v i t a s p r o m o s i p e s a i n g , m e n i n g k a t k a n
impulse buying ( p e m b e l i a n t a n p a r e n c a n a s e b e l u m n y a ) a t a u m e n g u p a y a k a n
k e r j a s a m a y a n g l e b i h e r a t d e n g a n p e n g e c e r .
3) H u b u n g a n M a s y a r a k a t (public relation)
H u b u n g a n m a s y a r a k a t (publik relation) m e r u p a k a n u p a y a k o m u n i k a s i
m e n y e l u r u h d a r i s u a t u p e r u s a h a a n u n t u k m e m p e n g a r u h i p e r s e p s i , o p i n i ,
k e y a k i n a n , d a n s i k a p b e r b a g a i k e l o m p o k t e r h a d a p p e r u s a h a a n t e r s r e b u t . D a l a m
h a l i n i y a n g d i m a k s u d d e n g a n k e l o m p o k - k e l o m p o k i t u a d a l a h m e r e k a y a n g
20
t e r l i b a t , m e m p u n y a i k e p e n t i n g a n d a n d a p a t m e m p e n g a r u h i k e m a m p u a n
p e r u s a h a a n d a l a m m e n c a p a i t u j u a n n y a . k e l o m p o k - k e l o m p o k t e r s e b u t d a p a t t e r d i r i
a t a s k a r y a w a n d a n k e l u a r g a n y a , p e m e g a n g s a h a m , p e i a n g g a n , m a s y a r a k a t y a n g
t i n g g a l d i s e k i t a r o r g a n i s a s i , p e m a s o k , p e r a n t a r a , p e m e r i n t a h s e r t a m e d i a m a s a .
K e g i a t a n - k e g i a t a n p u b l i c r e l a t i o n m e l i p u t i h a l - h a l b e r i k u t :
a) . Press relationns
b) . Product publicity
c) . Corporate communication
d) . Lobbying
e) . Counseling
4) Direct marketing
Direct Marketing a d a l a h s i s t e m p e m a s a r a n y a n g b e r s i f a t i n t e r a k t i f , y a n g
m e m a n f a a t k a n s u a t u a t a u b e b e r a p a m e d i a i k l a n u n t u k m e n i m b u l k a n r e s p o n y a n g
t e r u k u r d a n t r a n s a k s i d i s e m b a r a n g l o k a s i . D a l a m Direct Marketing k o m u n i k a s i
d i t u n j u k a n l a n g s u n g k e p a d a k o n s u m e n i n d i v i d u a l , d a n b e r t u j u a n a g a r p e s a n - p e s a n
t e r s e b u t d i a n g g a p k o n s u m e n y a n g b e r s a n g k u t a n , b a i k m e l a l u i t e l p o n , p e s a t a u
d a t a n g l a n g s u n g k e t e m p a t p e m a s a r . T e k n i k i n i b e r k e m b a n g s e b a g a i r e s p o n
t e r h a d a p p e n g e c i l a n ( d e m a s i f i k a s i ) p a s a r , d i m a n a s e m a k i n b a n y a k c e r u k p a s a r
{market niche) d e n g a n k e b u t u h a n s e r t a p i l i h a n y a n g s a n g a t i n d i v i d u a l .
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5) Word of moiinth
P e n t i n g n y a p e n y e r a h a n d a n k o m u n i k a s i d a r i m u l u t k e m u l u t m e r u p a k a n s a l a h
s a t u c i r i k h u s u s d a r i p r o m o s i d a l a m b i s n i s j a s a . P e i a n g g a n s e r i n g k a l i
m e m p e r h a t i k a n d e n g a n t e l i t i p e n y e r a h a n j a s a d a n k e m u d i a n m e n c e r i t a k a n
p e n g a l a m a n n y a p a d a p e i a n g g a n p o t e n s i a l l a i n n y a . M e r e k a y a n g s e n a n g d a p a t
m e m b e r i k a n m a s u k a n p a d a p e n y e d i a j a s a d a n p a d a k e n y a t a a n b e b e r a p a b i s n i s
k h u s u s n y a d i d i r i k a n u n t u k m e n a w a r k a n j a s a . P e n e l i t i a n a t a s r e k o m o n d a s i
p e r s e o r a n g a n m e l a l u i w ord of mouth m e n j a d i s a l a h s a t u s u m b e r p e n t i n g , d i m a n a
o r a n g y a n g a k a n m e n y a m p a i k a n r e k o m o n d a s i s e c a r a p e r s e o r a n g a n s e r i n g k a l i
l e b i h d i s u k a i s e b a g a i s u m b e r i n f o r m a s i . P e i a n g g a n m e m i l i k i h a r a p a n y a n g n y a t a .
P e r t a m a k a l i m e r e k a m e m u t u s k a n u n t u k m e m b e l i , p e i a n g g a n m e m u l a i i n t e r a k s i
d e n g a n p e n y e d i a j a s a y a n g d i t a w a r k a n . S e b a g a i h a s i l d a r i p e n g a l a m a n i n t e r a k s i
d a n m e n i l a i j a s a t a d i , p e i a n g g a n d a n m e n j a d i t e r t a r i k a t a u d a p a t p u l a t i d a k
k e m b a l i l a g i , p o s i t i f d a n n e g a t i f n y a k o m u n i k a s i word of mouth a k a n b e r p e n g a r u h
p a d a l u a s n y a p e n g g u n a a n j a s a t e r s e b u t .
4. Penjualan
a. P e n g e r t i a n p e n j u a l a n
A k t i v i t a s p e n j u a l a n m e r u p a k a n p e n d a p a t a n u t a m a p e r u s a h a a n k a r e n a j i k a
a k t i v i t a s p e n j u a l a n p r o d u k m a u p u n j a s a t i d a k d i k e l o l a d e n g a n b a i k m a k a s e c a r a
22
l a n g s u n g d a p a t m e r u g i k a n p e r u s a h a a n . H a l i n i d a p a t d i s e b a b k a n k a r e n a s a s a r a n
p e n j u a l a n y a n g d i h a r a p k a n t i d a k t e r c a p a i d a n p e n d a p a t a n p u n a k a n b e r k u r a n g .
U n t u k l e b i h j e l a s n y a d a p a t d i l i h a t d a r i p e n g e r t i a n p e n j u a l a n i t u s e n d i r i a d a l a h
s e b a g a i b e r i k u t :
M e n u r u t M . N a r a f i n ( 2 0 0 6 : 6 0 ) , B a h w a : P e n j u a l a n a d a l a h p r o s e s m e n j u a l ,
p a d a h a l y a n g d i m a k s u d p e n j u a l a n d a l a m l a p o r a n l a b a - r u g i a d a l a h h a s i l m e n j u a l
a t a u h a s i l p e n j u a l a n ( s e l e s ) a t a u j u a l a n " . A d a p u n m e n u r u t W a r r e n R c e v e f e s s y a n g
d i t e r j e m a h k a n o l e h A r i a F a r a m i t a d a n k a w a n - k a w a n , ( 2 0 0 6 : 3 0 0 ) , B a h w a : 1 3 "
P e n j u a l a n a d a l a h j u m l a h y a n g d i b e b a n k a n k e p a d a p e i a n g g a n u n t u k b a r a n g d a g a n g
y a n g d i j u a l , b a i k s e c a r a t u n a i m a u p u n k r e d i t " . S e d a n g k a n m e n u r u t K u s n a d i
( 2 0 0 9 : 3 0 0 ) , B a h w a : P e n j u a l a n ( s a l e s ) a d a l a h s e j u m l a h u a n g y a n g d i b e b a n k a n
k e p a d a p e m b e l i a t a s b a r a n g a t a u j a s a y a n g d i j u a l . D a r i p e n j e l a s a n d i a t a s d a p a t
d i s i m p u l k a n b a h w a p e n j u a l a n a d a l a h s u a t u p r o s e s p e m b u a t a n d a n c a r a u n t u k
m e m p e n g a r u h i p r i b a d i a g a r t e r j a d i p e m b e l i a n ( p e n y e r a h a n ) b a r a n g a t a u j a s a y a n g
d i t a w a r k a n b e r d a s a r k a n h a r g a y a n g t e l a h d i s e p a k a t i o l e h k e d u a b e l a h p i h a k y a n g
t e r k a i t b a i k d i b a y a r s e c a r a t u n a i m a u p u n k r e d i t .
P e n g e r t i a n p e n j u a l a n m e n u r u t H e n r y S i m a m o r a , ( 2 0 0 0 ; 2 4 ) m e n y a t a k a n
b a h w a ; " P e n j u a l a n a d a l a h p e n d a p a t a n l a z i m d a l a m p e r u s a h a a n d a n m e r u p a k a n
j u m l a h k o t o r y a n g d i b e b a n k a n k e p a d a p e i a n g g a n a t a s b a r a n g d a n j a s a " .
S e d a n g k a n m e n u r u t C h a i r u l M a r o m , ( 2 0 0 2 ; 2 8 ) m e n y a t a k a n b a h w a P e n j u a l a n
a r t i n y a p e n j u a l a n b a r a n g a t a u j a s a s e b a g a i u s a h a p o k o k p e r u s a h a a n y a n g b i a s a n y a
d i l a k u k a n s e c a r a t e r a t u r " .
23
b . K l a s i f i k a s i T r a n s a k s i P c n j u a l a n
A d a b e b e r a p a m a c a m t r a n s a k s i p e n j u a l a n m e n u r u t L a M i d j a n ( 2 0 0 1 ; 1 7 0 ) s e b a g a i
b e r i k u t :
a ) P c n j u a l a n T u n a i
A d a l a h p e n j u a l a n y a n g b e r s i f a t cash d a n carry p a d a u m u m n y a t e r j a d i s e c a r a
k o n t a n d a n d a p a t p u l a t e r j a d i p e m b a y a r a n s e l a m a s a t u b u l a n d i a n g g a p k o n t a n .
b ) P e n j u a l a n K r e d i t
A d a l a h p e n j u a l a n d e n g a n t e n g g a n g w a k t u r a t a - r a t a d i a t a s s a t u b u l a n .
c ) P e n j u a l a n T e n d e r
A d a l a h p e n j u a l a n y n a g d i l a k s a n a k a n m e l a l u i p r o s e d u r t e n d e r u n t u k
m e m e g a n g k a n t e n d e r s e l a i n h a r u s m e m e n u h i b e r b a g a i p r o s e d u r .
d ) P e n j u a l a n E k s p o r
A d a l a h p e n j u a l a n y a n g d i l a k s a n a k a n d e n g a n p i h a k p e m b e l i l u a r n e g e r i y a n g
m e n g i m p o r b a r a n g t e r s e b u t .
e ) P e n j u a l a n K o n s i n y a s i
A d a l a h p e n j u a l a n y a n g d i l a k u k a n s e c a r a t i t i p a n k e p a d a p e m b e l i y a n g j u g a
s e b a g a i p e n j u a l .
t ) P e n j u a l a n G r o s i r
24
A d a l a h p e n j u a l a n y a n g t i d a k l a n g s u n g k e p a d a p e m b e l i , t e t a p i m e l a l u i
p e d a g a n g g r o s i r a t a u e c e r a n .
D a r i u r a i a n d i a t a s p e n j u a l a n m e m i l i k i b e r m a c a m - m a c a m t r a n s a k s i p e n j u a l a n
y a n g t e r d i r i d a r i : p e n j u a l a n t u n a i , p e n j u a l a n k r e d i t , p e n j u a l a n t e n d e r , p e n j u a l a n
k o n s i n y a s i , p e n j u a l a n e k s p o r , s e r t a p e n j u a l a n g r o s i r .
C. Hipotesis
A d a p e n g a r u h b i a y a p r o m o s i t e r h a d a p p e n j u a l a n p a d a C V . S a h a b a t M o t o r
L a m p u n g B a r a t .
25
BAB HI
M E T O D E P E N E L I T I A N
A . T e m p a t P e n e l i t i a n
T e m p a t p e n e l i t i a n d i l a k u k a n p a d a C V . S a h a b a t M o t o r L a m p u n g B a r a t
J l . S u a d a y a L a b u h a n J u k u n g K r u i p a s a r .
B . J e n i s P e n e l i t i a n
M e n u r u t S u g i y o n o ( 2 0 0 6 : 8 0 3 ) , j e n i s p e n e l i t i a n b e r d a s a r k a n t i n g k a t
e k p l a n a s i a d a l a h s e b a g a i b e r i k u t :
1 . D e s k r i f t i f
D e s k r i f t i f a d a l a h d u g a a n t e n t a n g n i l a i s u a t u v a r i a b e l s e n d i r i t i d a k m e m b u a t
p e r h a n d i n g a n a t a u h u b u n g a n .
2 . K o m p a r a t i f
K o m p r a t i f a d a l a h p e r s y a r a t a n y a n g m e n u n j u k a n d u g a a n n i l a i d a l a m s u a t u
f a r i a b e l a t a u l e b i h p a d a s a m p e l y a n g b e r b e d a .
2 6
3 . A s o s i a t i f
A s o s i a t i f a d a l a h p e r t a n y a a n y a n g m e n u n j u k a n d u g a a n t e n t a n g h u b u n g a n
a n t a r a d u a v a r i a b e l a t a u l e b i h .
D a l a m p e n e l i t i a n i n i p e n u l i s m e n g g u n a k a n j e n i s p e n e l i t i a n a s o s i a t i f .
P e n e l i t i a n a s o s i a t i f b e r t u j u a n u n t u k m e n g e t a h u i h u b u n g a n a n t a r a d u a v a r i a b e l
a t a u l e b i h . P a d a p e n e l i t i a n i n i v a r i a b e l i n d e p e n d e n a d a l a h b i a y a p r o m o s i ( X ) d a n
v a r i a b e l d e p e n d e n y a i t u p e n j u a l a n .
C . O p e r a s i o n a l i s a s i v a r i a b e l
A d a p u n v a r i a b e l y a n g d i g u n a k a n d a l a m p e n e l i t i a n i n i :
1 . B i a y a p r o m o s i
B i a y a p r o m o s i y a n g d i k e l u a r k a n o l e h C V . S a h a b a t M o t o r L a m p u n g B a r a t
d a r i b u l a n A g u s t u s s a m p a i D e s e m b e r 2 0 1 2
2 . P e n j u a l a n
P e n j u a l a n p a d a C V . S a h a b a t M o t o r L a m p u n g B a r a t d a r i b u l a n A g u s t u s
s a m p a i D e s e m b e r 2 0 1 2
D . D a t a Y a n g D i p c r l u k a n
M e n u r u t H u s a i n U m a r ( 2 0 0 2 : 1 3 0 ) , d a t a t e r b a g i m e n j a d i d u a y a i t u :
27
D a t a P r i m e r a d a l a h d a t a y a n g d i d a p a t d a r i s u m b e r p e r t a m a d a r i i n d i v i d u
a t a u p e r o r a n g a n . D a l a m p e n e l i t i a n i n i d a t a t e r s e b u t b e r u p a d a t a m e n g e n a i
k e g i a t a n p e r o m o s i d a n p e n j u a l a n p a d a C V . S a h a b a t M o t o r L a m p u n g B a r a t .
b . D a t a S e k u n d e r
D a t a s e k u n d e r a d a l a h d a t a y a n g d i k u m p u l k a n o l e h p i h a k a t a u i n s t a n s i l a i n ,
d a l a m h a l i n i p e n e l i t i a n b e r t i n d a k s e b a g a i p e m a k a i d a t a , p e n e l i t i h a n y a
m e n g u m p u l k a n d a t a d a r i l a p a n g a n b e r u p a d a t a - d a t a :
a ) S e j a r a h S i n g k a t P e r u s a h a a n
b ) A k t i v i t a s P e r u s a h a a n
c ) B i a y a P r o m o s i
d ) P e n d a p a t a n P e n j u a l a n
E . C a r a P e n g u m p u l a n D a t a
M e n u r u t H u s e n U m a r ( 2 0 0 1 : 4 9 ) . d a p a t d i l a k u k a n m e l a l u i e m p a t m e t o d e
s e b a g a i b e r i k u t :
1 . K u e s i o n e r
A d a l a h m e t o d e p e n g u m p u l a n d a t a d e n g a n a t a u m e n g e l u a r k a n d a f t a r
p e r t a n y a a n k e p a d a r e s p o n d e n d e n g a n h a r a p a n m e m b e r i k a n r e s p o n a t a s d a s a r
p e r t a n y a a n t e r s e b u t .
28
2 . W a w a n c a r a
A d a l a h m e t o d e p e n g u m p u l a n d a t a y a n g p e l a k s a n a a n y a d a p a t d i l a k u k a n
s e c a r a l a n g s u n g b e r h a d a p a n d e n g a n r e s p o n d e n
3 . O b s e r v a s i
A d a l a h m e t o d e p e n g u m p u l a n d a t a d i m a n a p e n e l i t i a n a t a u k a l o b o r a t o m y a
m e n c a t a t i n f o r m a s i y a n g s i g n i f i k a n s e l a m a p e n e l i t i a n .
4 . D o k u m e n t a s i
A d a l a h c a t a t a n t e r t u l i s t e n t a n g b e r b a g a i k e g i a t a n s u a t u p e r i s t i w a p a d a w a k t u
l a l u .
D a t a y a n g d i g u n a k a n d a l a m p e n e l i t i a n i n i a d a l a h m e n g g u n a k a n m e t o d e
w a w a n c a r a d a n d o k u m e n t a s i .
M e t o d e a n a l i s i s
M e n u r u t S u r a t n o d a n L i n c o l i n ( 2 0 0 3 : 1 2 6 ) , t e r d i r i d a r i ;
1 . A n a l i s i s k u a n t i t a t i f
A d a l a h a n a l i s i s y a n g d i l a k u k a n j i k a d a t a y a n g d i k u m p u l k a n b e r j u m l a h
b e s a r d a n m u d a h d i k l a s i f i k a s i k a n d a l a m k a t e g o r i
29
2 . A n a l i s i s k u a l i t a t i f
A d a l a h a n a l i s i s y a n g d i l a k u k a n j i k a d a t a y a n g d i k u m p u l k a n h a n y a s e d i k i t ,
b e r s i f a t m o n o g r a f i s a t a u b e r w u j u t k a s u s - k a s u s s e h i n g g a t i d a k d a p a t d i s u s u n
k e d a l a m s u a t u s t r u k t u r k l a s i f i k a t o r i s .
T e k n i k a n a l i s i s y a n g d i g u n a k a n d a l a m p e n e l i t i a n i n i a d a l a h :
1 . A n a l i s i s r e g e s i s e d e r h a n a
A n a l i s i s r e g r e s i s e d e r h a n a a d a l a h s u a t u a n a l i s i s y a n g d i g u n a k a n u n t u k
m e n g h i t u n g p e n g a r u h b i a y a p r o m o s i t e r h a d a p p e n j u a l a n p a d a C V . S a h a b a t
M o t o r L a m p u n g B a r a t .
P e r s a m a a n a n a l i s i s r e g r e s i s e d e r h a n a y a n g d i g u n a k a n a d a l a h :
Y = a + b x
K e t e r a n g a n :
Y : V o l u m e P e n j u a l a n
X : B i a y a p r o m o s i
a : B i l a n g a n k o n s t a n / i n t e r s e p
b : k o e f i s i e n r e g r e s i / s h o p
30
p a d a p e r s a m a n t e r s e b u t , n i l a i a d a n b d a p a t d i t e n t u k a n d e n g a n c a r a s e b a g a i
b e r i k u t :
n
^~n.zx^Hixr
2. U j i H i p o t e s i s
L a n g k a h — L a n g k a h h i p o t e s i s :
1 . M e n e n t u k a n h i p o t e s i s
a. H o : t i d a k a d a p e n g a r u h b i a y a p r o m o s i t e r h a d a p p e n j u a l a n p a d a
C V . S a h a b a t M o t o r L a m p u n g B a r a t .
b . H a : a d a p e n g a r u h b i a y a p r o m o s i t e r h a d a p p e n j u a l a n p a d a C v . S a h a b a t
M o t o r L a m p u n g B a r a t .
2 . M e n e n t u k a n t i n g k a t k e s a l a h a n a ^ % m a k a t t a b =
3 . M e n e n t u k a n t h i t u n g
r V n - 2
R u m u s a n a l i s i s k o e f i s i e n k o r e l a s i a d a l a h :
r =
SI
K e t e r a n g a n :
r = k o e f i s i e n k o r e l a s i a n t a r a x d a n y
n = j u m l a h p e r i o d e
X - B i a y a P r o m o s i
Y = P e n j u a l a n
4 . K r i t e r i a p e n g u j i a n :
H o d i t e r i m a , H a d i t o l a k j i i t a <j/i3b
H o d i t o l a k . H a d i t e r i m a j i k a t h i t
5 . K e s i m p u l a n
,b i V
s a t e .
3 2
BAB IV
PEMBAHASAN
A . G a m b a r a n T e m p a t P e n e l i t i a n
1 . S e j a r a h S i n g k a t P e r u s a h a a n
C V . S a h a b a t M o t o r [ . a m p u n g B a r a t a d a l a h s e b u a h p e r u s a h a a n d a g a n g
y a n g b e r g e r a k d i b i d a n g p e m a s a r a n . y a n g d i d i r i k a n p a d a t a n g g a l 2 8 A g u s t u s 2 0 0 5
o l e h M . I l h a m F e b r i a n s y a h y a n g p a d a s a a t i t u m e l i h a t a d a n y a f e n o m e n a a t a u
k o n d i s i d i m a n a m a s y a r a k a t s u l i t u n t u k m e m p e r o l e h k e n d a r a a n , s e r t a s p a r e p a r t
d a n o n d e r d i l s e p e d a m o t o r d e n g a n h a r g a y a n g t e r j a n g k a u , m e s k i p u n s a a t i n i
b a n y a k p e r u s a h a a n ~ p e r u s a h a a n d a g a n g y a n g m e n j u a l b e r b a g a i m a c a m p r o d u k
y a n g s a m a , t e t a p i d e n g a n h a r g a y a n g c u k u p t i n g g i s e h i n g g a m a s y a r a k a t
m e n g a l a m i k e s u l i t a n , d i m a n a m a y o r i t a s p e r u s a h a a n d a g a n g l e b i h m e m i l i h m e n j u a !
d e n g a n h a r g a y a n g t i n g g i , u n t u k m e n d a p a t k a n l a b a y a n g b e s a r .
H a l i n i l a h y a n g m e n y e b a b k a n p a r a m a s y a r a k a t t i d a k d a p a t m e r a s a k a n
a d a n y a d a m p a k p o s i t i f d a r i h a d i m y a p e r u s a h a a n - p e r u s a h a a n d a g a n g t e r s e b u t ,
m e l i h a t d a r i k o n d i s i d i a t a s m a k a p e m i l i k t u n g g a l M . I l h a m F e b r i a n s y a h b e r i n i s i a t i f
u n t u k m e n d i r i k a n p e r u s a h a a n d a g a n g , y a n g b e r t u j u a n u n t u k m e m e n u h i k e i n g i n a n
d a n k e b u t u h a n m a s y a r a k a t , k h u s u s n y a m a s y a r a k a t s e k i t a r d e n g a n m e m b e r i k a n
h a r g a y a n g r e l a t i f l e b i h t e r j a n g k a u , C V s a h a b a t m o t o r l a m p u n g b a r a t m e m u l a i
u s a l i a d e n g a n m e n g u m p u l k a n m o d a l s e n d i r i , d i m a n a d e n g a n m o d a l y a n g t e l a h
3 3
d i k u m p u l k a n s e l a n j u t n y a d i k e l o l a u n t u k d a p a t d i j a l a n k a n u n t u k m e m e n u h i
k e b u t u h a n m a s y a r a k a t , t e r u t a m a m a s y a r a k a t s e k i t a r L i w a L a m p u n g B a r a t .
2 . S t r u k t u r O r g a n i s a s i C V . S a h a b a t M o t o r L a m p u n g B a r a t
P E M I L I K T U N G G A L
R A P A T A N G G O T A T A H U N A N
P E N G U R U S :
K e t u a W a k i l K e t u a
S e k r e t a r i s B e n d a h a r a
MANAJER
KASIR Pelayan
G a m b a r 1 S t r u k t u r O r g a n i s a s i C v S a h a b a t M o t o r L a m p u n g B a r a t .
34
3 . A k t i v i t a s p e r u s a h a a n
P a d a d a s a m y a p e r u s a h a a n m e m p u n y a i a k t i v i t a s y a n g m e n c e r m i n k a n
t u j u a n , d a n s a m p a i s e b e r a p a j a u h k e e f e k t i f a n s e r t a k i n e r j a u n t u k m e n c a p a i t u j u a n
t e r s e b u t , a k t i v i t a s p e r u s a h a a n m e m e g a n g p e r a n ^ y a n g s a n g a t p e n t i n g d a l a m
m e n d u k u n g d a n m e n u n j a n g k e l a n g s u n g a n h i d u p . J i k a a k t i v i t a s t e r g a n g g u m a k a
p e r u s a h a a n a k a n m e n g a l a m i k e s u l i t a n d a l a m p e n c a p a i a n t u j u a n n y a , u n t u k i t u
f a k t o r y a n g b e r k a i t a n d e n g a n a k t i f i t a s , m e n d a p a t p e r h a t i a n y a n g b e s a r b a g i C V .
S a h a b a t M o t o r L a m p u n g B a r a t , y a n g b e r g e r a k d i b i d a n g p e n j u a l a n k e n d a r a a n
b e r m o t o r s e r t a s p a r e p a r t d a n o n d e r d i l .
T u j u a n C V . S a h a b a t M o t o r L a m p u n g B a r a t , a g a r m a s y a r a k a t b i s a
m e n d a p a t k a n k e n d a r a a n s e r t a s p a r e p a r t d a n o n d e r d i l d e n g a n m u d a h d a n h a r g a
y a n g t e q a n g k a u , p a t u t m e n d a p a t a p r e s i a s i y a n g t i n g g i . D e n g a n s e i r i n g n y a w a k t u
C V . S a h a b a t M o t o r L a m p u n g B a r a t , m u l a i m e n d a p a t k e p e r c a y a a n d a r i p u b l i k ,
s e h i n g g a e k s i s t e n s i n y a t e t a p t e r j a g a h i n g g a s a a t i n i .
a. J e n i s - j e n i s p r o d u k C V S a h a b a t M o t o r L a m p u n g B a r a t .
K e b e r a d a a n C V . S a h a b a t M o t o r L a m p u n g B a r a t , S a n g a t d i r a s a k a n o l e h
m a s y a r a k a t , t e r u t a m a m a s y a r a k a t s e k i t a r C V . S a h a b a t M o t o r L a m p u n g B a r a t . h a l
i n i d a p a t t e r l i b a t d a r i t i n g g i n y a a n t u s i a s m e m a s y a r a k a t y a n g i n g i n m e m b e l i
k e n d a r a a n s e r t a s p a r e p a r t d a n o n d e r d i l p a d a C V . S a h a b a t M o t o r L a m p u n g B a r a t
d e n g a n h a r g a y a n g r e l a t i f t e r j a n g k a u d i b a n d i n g k a n d e n g a n C V a t a u u s a h a d a g a n g
l a i n , m e r u p a k a n s o l u s i d a r i p e r m a s a l a h a n k e n d a r a a n m e r e k a .
3 5
A d a p u n p r o d u k y a n g d i t a w a r k a n C V . S a h a b a t M o t o r L a m p u n g B a r a t
k e p a d a m a s y a r a k a t a d a l a h :
1 ) K e n d a r a a n b e r m o t o r r o d a d u a :
K h u s u s n y a M o t o r Y a m a h a
2 ) S p a r e p a r t
U n t u k m o t o r Y a m a h a
3 ) O n d e r d i l
K h u s u s u n t u k m o t o r Y a m a h a
4 ) S e r t a j a s a l a y a n a n s e r v i s
b . P r o m o s i
B e r h a s i l a t a u t i d a k n y a k e g i a t a n p r o m o s i d a p a t d i l i h a t d a r i p e n i n g k a t a n
v o l u m e p e n j u a l a n , k a r e n a v o l u m e p e n j u a l a n m e r u p a k a n g a m b a r a n b a n y a k n y a
p r o d u k y a n g b e r h a s i l d i j u a l o l e h C V . S a h a b a t M o t o r L a m p u n g B a r a t k e p a d a
m a s y a r a k a t d a n a k a n b e r d a m p a k p a d a k e u n t u n g a n y a n g a k a n d i p e r o l e h .
B i a y a p r o m o s i p e r l u d i a n g g a r k a n , a g a r C V . S a h a b a t M o t o r L a m p u n g B a r a t
d a p a t m e m p e r b e s a r p e n d a p a t a n / l a b a , s e r t a p i m p i n a n h a r u s b i j a k d a l a m
m e n e t a p k a n a n g g a r a n , b i a s a n y a a n g g a r a n p r o m o s i d i s e s u a i k a n d e n g a n k e a d a a n
a t a u k e m a m p u a n k e u a n g a n p e r u s a h a a n .
D a l a m m e m a s a r k a n p r o d u k , C V . S a h a b a t M o t o r L a m p u n g B a r a t
m e n g g u n a k a n b e b e r a p a c a r a p r o m o s i , s e b a g a i b e r i k u t :
36
1 ) . P e r i k l a n a n ( a d v e r t i s i n g )
C V . S a h a b a t M o t o r L a m p u n g B a r a t m e m b e r i t a h u k a n k e b e r a d a a n y a k e p a d a
m a s y a r a k a t d e n g a n m e m a s a n g n a m a C V . S a h a b a t M o t o r L a m p u n g B a r a t t e p a t
d i d e p a n C V . S a h a b a t M o t o r L a m p u n g B a r a t , s e l a i n i t u m e m a s a n g s p a n d u k d i
s e k i t a r C V . S a h a b a t M o t o r L a m p u n g B a r a t .
2 ) . M e n c e t a k b r o s u r
C V . S a h a b a t M o t o r L a m p u n g B a r a t m e n g g u n a k a n b r o s u r y a n g m e m b u a t
i n f o r m a s i l e n g k a p m e n g e n a i p r o g r a m - p r o g r a m p r o m o y a n g d i d i t a w a r k a n
p a d a C V . S a h a b a t M o t o r L a m p u n g B a r a t
3 ) . S o s i a l i s a s i
C V . S a h a b a t M o t o r L a m p u n g B a r a t m e n g a d a k a n s o s i a l i s a s i s a l a h s a t u n y a
b a k t i s o s i a l , y a n g d i l a k s a n a k a n s e t i a p t a h u n d i b u l a n r a m a d h a n .
4 . M e m b e r i k a n p e l a y a n a n s e r v i s g r a t i s
M e m b e r i k a n p e l a y a n a n s e r v i s g e r a t i s s e t e l a h m e l a k u k a n k h u s u s n y a
k e p a d a p e i a n g g a n , s e r t a s e m u a k o n s u m e n y a n g b e r b e l a n j a m e l a k u k a n
t r a n s a k s i p a d a C V . S a h a b a t M o t o r L a m p u n g B a r a t , d e n g a n s y a r a t d a n
k e t e n t u a n y a n g t e l a h d i b e r l a k u k a n p a d a C V . S a h a b a t M o t o r L a m p u n g B a r a t .
37
B e r i k u t i n i b i a y a p r o m o s i C V . S a h a b a t M o t o r L a m p u n g B a r a t y a n g d i h u b u n g k .
d e n g a n p e n j u a l a n p a d a b u l a n A g u s t u s - D e s e m b e r 2 0 1 2
Tabel IV. 1
CV Sahabat Motor Lampung Barat
Agustus - Desember 2012
Ribuan)
T a h u n P r o m o s i P e n j u a l a n
A g u s t u s R p . 8 5 0 R p . 4 5 . 0 0 0
S e p t e m b e r R p . 7 0 0 R p . 4 6 . 5 0 0
O k t o b e r R p . 9 2 0 R p . 4 8 . 0 0 0
N o v e m b e r R p . 8 0 0 R p . 4 9 . 0 0 0
D e s e m b e r R p . 8 5 0 R p . 5 0 . 5 0 0
J u m l a h R p . 4 . 1 2 0 R p . 2 3 9 . 0 0 0
S u m b e r : d i o l a h d a r i ( a t a , 2 0 1 2
3 8
Tabel IV. 2
CV. Sahabat Motor Lampung Barat
Perhitungan Analisis Regresi biaya promosi terhadap penjualan
Agustus - Desember 2012
(Ribuan)
T a h u n 2 0 1 2 X Y X ^ Y ^ X Y
A g u s t u s 8 5 0 R p . 4 5 . 0 0 0 7 2 2 . 5 0 0 2 . 0 2 5 . 0 0 0 . 0 0 0 R p . 3 8 . 2 5 0 . 0 0 0
S e p t e m b e r 1 0 0 0 R p . 4 6 . 5 0 0 1 . 0 0 0 . 0 0 0 2 . 1 6 2 . 2 5 0 . 0 0 0 R p . 4 6 . 5 0 0 . 0 0 0
O k t o b e r 9 2 0 R p . 4 8 . 0 0 0 8 4 6 . 4 0 0 2 . 3 0 4 . 0 0 0 . 0 0 0 R p . 4 4 . 1 6 0 . 0 0 0
N o v e m b e r 8 0 0 R p . 4 9 . 0 0 0 6 4 0 . 0 0 0 2 . 4 0 1 . 0 0 0 . 0 0 0 R p . 3 9 . 2 0 0 . 0 0 0
D e s e m b e r 8 5 0 R p . 5 0 . 5 0 0 9 0 2 . 5 0 0 2 . 5 5 0 . 2 5 0 . 0 0 0 R p . 4 7 . 9 7 5 . 0 0 0
J u m l a h 4 . 4 2 0 2 3 9 . 0 0 0 4 . 1 1 1 . 4 0 0 1 1 . 4 4 2 . 5 0 0 . 0 0 0 R p . 2 1 6 . 0 8 5 . 0 0 0
S u m b e r : d a t a d i o l a 1 d a r i t a b e l I V . 1
5 X 2 1 6 . 0 8 5 . 0 0 0 - 4 . 4 2 0 X 2 3 9 . 0 0 0 5 X 4 . 1 1 1 . 4 0 0 - ( 4 . 4 2 0 ) ' ^
1 . 0 8 0 . 4 2 5 . 0 0 0 - 1 . 0 5 6 . 3 8 0 . 0 0 0 b = 2 0 . 5 5 7 . 0 0 0 - 1 9 . 5 3 6 . 4 0 0
2 4 . 0 4 5 . 0 0 0 b -1 . 0 2 0 . 6 0 0
b - 2 3 , 6
39
a = n
2 3 9 . 0 0 0 - 2 3 . 6 ( 4 . 4 2 0 ) a =
5
2 3 9 . 0 0 0 - 1 0 4 . 3 1 2 a =
5
1 3 4 . 6 8 8 a =
5
a = 2 6 . 9 3 8
j a d i p e r s a m a a n r e g r e s i n y a a d a l a h :
Y = a + b X
Y = 2 6 . 9 3 8 + 2 3 , 6 X
A n a l i s i s r e g r e s i d i a t a s , d i p e r o l e h n i l a i k o n s t a n t a s e b e s a r 2 6 . 9 3 8 a r t i n y a b i l a C V .
S a h a b a t M o t o r L a m p u n g B a r a t t i d a k m e n g e l u a r k a n b i a y a p r o m o s i , m a k a
p e n j u a l a n t e t a p s e b e s a r 2 6 . 9 3 8 h a l i n i d i a k i b a t k a n k a r e n a b a n y a k m a s y a r a k a t y a n g
m e m b u t u h k a n k e b u t u h a n r u m a h t a n g g a u n t u k m e m e n u h i k e b u t u h a n . H a l i n i
d i s e b a b k a n k a m a d i L a m p u n g B a r a t k h u s u s n y a d i d a e r a h K r u i d e a l e r m o t o r t i d a k
t e r l a l u b a n y a k , K e t i k a b i a y a p r o m o s i d i k e l u a r k a n , s e b e s a r R p . l m a k a p e n j u a l a n
m e n i n g k a t s e b e s a r R p . 2 3 6 H a l i n i d i s e b a b k a n k a r e n a p r o m o s i y a n g d i l a k u k a n
h a n y a m e n c a k u p m a s y a r a k a t s e k i t a r .
40
c. U j i h i p o t e s i s
L a n g k a h - l a n g k a h u j i h i p o t e s i s :
1 . M e n e n t u k a n h i p o t e s i s
a. H o : t i d a k a d a p e n g a r u h b i a y a p r o m o s i t e r h a d a p p e n j u a l a n p a d a C V .
S a h a b a t M o t o r L a m p u n g B a r a t .
b . H a : a d a p e n g a r u h b i a y a p r o m o s i t e r h a d a p p e n j u a l a n p a d a C V . S a h a b a t
M o t o r L a m p u n g B a r a t ,
2 . M e n e n t u k a n t i n g k a t k e s a l a h a n a = 5 % m a k a t t a b = 2 , 0 1 5
3 . M e n e n t u k a n t h i t u n g :
r V n - 2 t h i t =
/ 1 - r ^
B e s a r k o e f i s i e n k o r e l a s i y a i t u :
' " v { n . 2 X - - ( S X ) - U n , 2 Y - - ( E Y ) - }
5 X 2 1 6 . 0 8 5 . 0 0 0 - ( 4 . 4 2 0 ) ( 2 3 9 . 0 0 0 ) r =
x ( 5 X 4 . 1 1 1 . 4 0 0 - ( 4 . 4 2 0 ) ' ) x ( 5 x 1 1 . 4 4 2 . 5 0 0 . 0 0 0 - ( 2 3 9 . 0 0 0 ) ^ )
1 . 0 8 0 . 4 2 5 . 0 0 0 - 1 . 0 5 6 . 3 8 0 . 0 0 0 r =
v ( 2 0 . 5 5 7 . 0 0 0 ) - ( 1 9 . 5 3 6 . 4 0 0 ) x ( 5 7 2 . 1 2 5 . 0 0 0 . 0 0 0 - ( 5 7 1 . 2 1 0 . 0 0 0 . 0 0 0 )
2 4 . 0 4 5 . 0 0 0 r =
> ; ( 1 . 0 2 0 . 6 0 0 x 9 ] 5 . 0 0 0 . 0 0 0 )
41
2 4 . 0 4 5 . 0 0 0 r =
3 0 . 5 5 8 . 9 4 3
r = 0 , 7 9
0 , 7 9 ^ 5 - 2 t h i t =
^ 1 - 0 , 7 9
0 , 7 9 x 1 .73 t h i t =
> / 0 , 2 1
4 , 3 2 5 t h i t =
0 , 4 5 8
t h i t = 9 , 4 4 7
K r i t e r i a p e n g u j i a n :
H o d i t e r i m a , H a d i t o l a k j i k a t h i t i
H o d i t o l a k , H a d i t e r i m a j i k a t h i t u i j i g
K e s i m p u l a n
K a r e n a t h i t l e b i h b e s a r d a r i p a d a t t a b ( 9 , 4 4 7 > 2 , 0 1 5 ) m a k a H o
d i t o l a k . H a d i t e r i m a . J a d i a d a p e n g a r u h a n t a r a b i a y a p r o m o s i d a n
p e n j u a l a n p a d a C V . S a h a b a t M o t o r L a m p u n g B a r a t . K a r e n a m a s y a r a k a t
d i s e k i t a r C V . S a h a b a t M o t o r L a m p u n g B a r a t a k a n l e b i h m e n g e n a i C V .
S a h a b a t M o t o r L a m p u n g B a r a t . P r o m o s i h a r u s d i l a k u k a n l e b i h b a n y a k l a g i
k a m a a k a n m e n i n g k a t k a n p e n j u a l a n p a d a C V . S a h a b a t M o t o r L a m p u n g
B a r a t .
42
S a l a h s a t u y a n g d i l a k u k a n C V . S a h a b a t M o t o r L a m p u n g
B a r a t m e n i n g k a t k a n k u a l i t a s p e l a y a n a n , b a i k b e r u p a k u a l i t a s d i b i d a n g
p e l a y a n a n y a n g d i b e r i k a n p i h a k p e n g e l o l a k e p a d a k o n s u m e n , k u a l i t a s
p e l a y a n a n d e n g a n m e m b e r i k a n f a s i l i t a s b e r u p a t e m p a t y a n g n y a m a n d a n
m u d a h d i j a n g k a u , k u a l i t a s p r o d u k - p r o d u k y a n g d i t a w a r k a n d i t i n g k a t k a n
s e h i n g g a h n i l a i p o s i t i f a k a n d i p e r o l e h C V . S a h a b a t M o t o r L a m p u n g B a r a t .
43
B A B V
S I M P U L A N
B e r d a s a r k a n a n a l i s i s y a n g d i l a k u k a n , m a k a p e n u l i s m e n g a m b i l k e s i m p u l a n
b a h w a t i d a k a d a p e n g a r u h b i a y a p r o m o s i t e r h a d a p p e n j u a l a n p a d a C V . S a h a b a t
M o t o r L a m p u n g B a r a t H a l i m d i d a s a r k a n p a d a h a s i l a n a l i s i s y a i t u t h i t l e b i h k e c i l
d a i i p a d a t t a b ( 9 , 4 4 7 > 2 , 0 1 5 ) m a k a H o d i t o l a k , H a d i t e r i m a . J a d i a d a p e n g a r u h
a n t a r a b i a y a p r o m o s i d a n p e n j u a l a n p a d a C V . S a h a b a t M o t o r L a m p u n g B a r a t .
K a r e n a m a s y a r a k a t d i s e k i t a r C V . S a h a b a t M o t o r L a m p u n g B a r a t a k a n l e b i h
m e n g e n a i C V . S a h a b a t M o t o r L a m p u n g B a r a t d e n g a n b a i k . D e n g a n P r o m o s i y a n g
t e p a t s a s a r a n m e n g a k i b a t k a n p e n j u a l a n C V . S a h a b a t M o t o r L a m p u n g B a r a t a k a n
d a p a t m e n i n g k a t k a n p e n j u a l a n n y a .
J a d i C V . S a h a b a t M o t o r L a m p u n g B a r a t s e b a i k n y a m e n i n g k a t k a n k u a l i t a s
p e l a y a n a n , b a i k b e r u p a k u a l i t a s d i b i d a n g p e l a y a n a n y a n g d i b e r i k a n p i h a k
p e n g e l o l a k e p a d a k o n s u m e n , k u a l i t a s p e l a y a n a n d e n g a n m e m b e r i k a n f a s i l i t a s
b e r u p a t e m p a t y a n g n y a m a n d a n m u d a h d i j a n g k a u , k u a l i t a s p r o d u k - p r o d u k y a n g
d i t a w a r k a n d i t i n g k a t k a n s e h i n g g a h n i l a i p o s i t i f a k a n d i p e r o l e h C V . S a h a b a t M o t o r
L a m p u n g B a r a t .
44
L I X - - - f — — ^ r — — ^ — F — • 1 1 1 1 I \ f 1 1 — — — "-" i r" ~ — - • 1 1 1 • • • — — I 1 > ' 1—1 ^ • - • - — ̂ 1 ' < • 1 1 r — 1 r \ t • 1 J 1 I 1 J 1 S 1 J 1 J 1
u J "
n
n l
J
_ ! ^ ^ ^ - p < > X 7 o C x x C x K X O o O : x > X X > C x x ' O < X O O < X > C X K > X X > C " X K X > ' C X X > O V ,T ( ,y - ,
h
^ SERTIFIKAT ^ ^ N o m o r : 1 4 5 / G - 1 8 / F E U M P / I V / 2 0 1 3 '
> ' . 9 * D i b e r i k a n k e p a d a \^
1 N a m a : W i l l y A r w a n d a F N I M : 2 3 2 0 1 0 0 1 0 ^ 1 P r o g r a m S t u d i : D - I I I M a n a j e m e n P e m a s a r a n o i ' ;9 o 6
Atas telah melaksanakan Program Magang yang diselenggarakan oleh Program D-III Manajemen) . Pemasaran Fakultas Ekonomi Universitas Muhammadiyah Palembang pada PT PERTAMINA U N I T PEMASARAN.
Ill PALEMBANG dengan nilai C (Cukup Memuaskan) ' 2 7 J u m a d i l A w a l 1 4 3 4 H
P a l e m b a n g , 0 8 A p r i l 2 0 1 3 M
c D e k a n , _ K e t u a P o e g r a m S t u d i , 0
9",,w " M. T a u f i f l ^ a m s u d d i n . S . E . , M . S i . , A k E r v i t a S a ^ t r i , S . [ L , M . S i , , 9 ' ^ ^ ^ ^ 0 1 ^ 0 2 1 8 1 2 6 4 0 1 N I D N : 0 2 2 5 I 2 6 8 0 I fP ; i
•T.}̂ --U.i>I)" ' b v _ x y ^ x ^ - . . ; o < X K , x > r x > C o C X > C x < X O ^ : r > : ; x u t e Xdiy'
1
i
j
i 1
i
J
n
L r f—i
L .
J 1 s T
n
J
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J n '
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f
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C V . S A H A B A T M O T O R L A M P U N G B A R A T
S U R A T K E T E R A N G A N
N o . 0 4 / S K / H R / S P F / I I / 2 0 1 3
K a m i y a n g b e i t a n d a t a n g a n d i b a w a h i n i m e n e r a n g k a n b a h w a :
N a m a : W i l y A i w a n d a
N i m : 2 3 2 0 1 0 0 1 0
F a k u l t a s : E K O N O M I
P r o g r a m S t u d i : M a n a j e m e n P e m a s a r a n
P e r g u r u a n T i n g g i : U n i v e r s i t a s M u h a m m a d i y a h P a l e m b a n g
A d a l a h b e n a r y a n g b e r s a n g k u t a n t e i a h m e n y e l e s a i k a n R i s e t ( P e n g a m b i l a n D a t a ) d i C V . S a h a b a t M o t o r L a m p u n g B a r a t . D e n g a n J u d u l L a p o r a n A k h i r :
" P e n g a r u h B i a y a P r o m o s i T e r h a d a p P e n j u a l a n P a d a C V . S a h a b a t M o t o r L a m p u n g B a r a t " .
S u r a t k e t e r a n g a n i n i d i b e r i k a n a t a s p e r m i n t a a n s e n d i r i , u n t u k d i p e r g u n a k a n s e b a g a i P e r s y i ' a t a n U j i a n K o m p r e h e n s i f .
D e m i k i a n a g a r y a n g b e r s a n g k u t a n d a n y a n g b e r k e p e n t i n g a n d a p a t m e m p e r g u n a k a n s e p e r l u n y a .
L a m p u n g B a r a t , 7 A g u s t u s 2 0 1 3
