Zulkarnaen, Rezi (2020) Pengaruh Bauran Promosi Dalam Meningkatkan Volume Penjualan Mobil Di Showroom UD Muaro Motor Teluk Kuantan. Masters thesis, Universitas Islam Riau.
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Abstract
ABSTRACT THE EFFECT OF THE PROMOTIONAL MIX IN INCREASING THE VOLUME OF CAR SALES AT UD. MUARO MOTOR TELUK KUANTAN SHOWROOM The purpose of this study was to determine how the influence of the promotion mix in increasing the volume of car sales in the UD MUARO MOTOR Teluk Kuantan Showroom. While the data analysis method is descriptive analysis, multiple regression analysis and hypothesis testing. The results showed that the promotional activities carried out by the UD MUARO MOTOR Teluk Kuantan Showroom were through advertising, sales promotion and personal selling. From the analysis using the ratio scale, the regression equation Y = 17.204 + 1.368E-005 X1 - 5.623E-007 X2 - 8.714E-007 X3 is obtained. The R Square value of 0.878 means that the contribution of the influence of the free variable to the dependent variable is 87.8%. In the partial test (t test), it was found that the advertising variable had a significant effect on the sales volume variable with tcount (2.574)> t table (2.306). Meanwhile, the sales promotion variable and individual sales have no effect on the sales volume variable. Based on the analysis using the Likert scale, the regression equation is obtained, namely Y = 1.992+ 0.254X1 + 0.622X2 + 0.009X3 + e. From the coefficient of determination test results, it is found that the value of R Square is 0.734. This means that the contribution of the influence of the independent variable to the dependent variable is 73.4%. Based on the results of hypothesis testing it can be concluded that partially Advertising and Sales Promotion has an effect on sales volume. Meanwhile, individual sales partially have no effect on sales volume.
| Item Type: | Thesis (Masters) | |||||||||
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| Uncontrolled Keywords: | Promotion Mix, Sales Volume | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) | |||||||||
| Divisions: | > Ilmu Administrasi S.2 | |||||||||
| Depositing User: | Budi Santoso S.E | |||||||||
| Date Deposited: | 20 Sep 2022 07:12 | |||||||||
| Last Modified: | 20 Sep 2022 07:12 | |||||||||
| URI: | http://repository.uir.ac.id/id/eprint/15347 |
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