Pengaruh In-store Promotion terhadap Tingkat Penjualan PT. XYZ Bogor

Abstract

Growth of electronic and furniture retail outlets in indonesia has increased rapidly. PT. XYZ Bogor is a retailer of electronics and furniture. One of the promotions conducted by PT. XYZ Bogor is in-store promotion. The purpose of this research is to identify the form of in-store promotion applied to PT. XYZ Bogor and analyze the effect of in-store promotion to the level of sales of PT. XYZ Bogor. The independent variable in this research is in-store promotion, which has three indicator variables, sales promotion, store display, and personal selling. Based on result of F test, in-store promotion has influence to levels of sales. The value of R square shows that 48,3 % diversity of independent variable (in-store promotion) can be explained by the dependent variable (sales rate). If partially tested, variables sales promotion and store display has a significant influence on the level of sales, while the personal selling do not affect significantly the level of sales. The value of the coefficient of sales promotion is 53,101, while the variables that have the greatest influence is store display with coefficients of 52,217.