Analisis Efektivitas Promosi Terhadap Tingkat Penjualan PT Semen Padang

Abstract

This thesis analyzes the promotion effectiveness of PT Semen Padang. The purpose of this study are (1) to analyze the promotion effectiveness of PT Semen Padang (2) to analyze the effect of promotion on volume of sales PT Semen Padang. The type of promotions carried out by PT Semen Padang are (a) galatama (b) souvenirs , (c) fair and expo, (d ) customer service, (e) billboards , name boards, sign boxes, (f) print and electronic media. The analytical tool used are EPIC model, DRM ( Direct Rating Method) and multiple regression analysis. Based on the results measurements of effectiveness analysis using the EPIC model shows that the promotion carried out by PT Semen Padang have been effective except customer service. Customer service still in quite effective category, and based on calculations using DRM promotion undertaken by PT Semen Padang is at a good scale. This is in line with the multiple regression test has been done, that the whole promotion ( X ) has an influence on PT Semen Padang sales (Y). But there is one variable promotion that has significant partial effect which is print and electronic media (X6).