ANALYSIS THE INFLUENCE OF PROMOTION AND DISTRIBUTION COSTS TOWARD SALES VOLUME (A Case study in PT Hadinata Brothers (Ligna Furniture) period 2008-2010)

Abstract

From the research’s observation towards the sales volume of PT Hadinata Brothers (Ligna Furniture) is located at Tapos Street Km.1, P.O BOX 23 Cibinong 16901, Bogor, West Java, Indonesia, there was that the trend of the sales was decreasing. From its marketing sides, author assumed this decreasing period was related with promotion cost and distribution cost from PT Hadinata Brothers (Ligna Furniture). The problem statements that are tested and evaluated in this study below : 1.) Is there any influence that effected by the cost of promotion and distribution in increasing or decreasing of sales volume? 2.) Among the variables promotion and distribution costs, which providing more dominant influence or decreasing on the increasing of sales volume. The research objectives from this research are: 1.) To know the implementation of promotion and distribution. 2.) To prove whether there are direct effect of cost of promotion and distribution against the sales volume. 3.) To identify which one is the dominant variable between promotion and distribution. The statistic tools that used in the research are: normality test, autocorrelation test, multicollinearity test, heterocedasticity test, Ftest, T-test, and multiple regression model. The advice given by the author is a need to increase promotions in order to increase their income by means of promoting, directly or indirectly.