Pengaruh Biaya Promosi Penjualan dan Biaya Periklanan terhadap Pendapatan Perusahaan (kasus di The Jugle Bogor
ASTUTI, NURANI DYAH (Pembimbing: Muhammad Munandar, Drs.), Muhammad Munandar, Drs.
Penelitian ini bertujuan untuk mengetahui: 1) pengaruh variable biaya promosi penjualan (event sponsorship) secara parsial terhadap pendapatan PT The Jungle, 2) pengaruh variable biaya periklanan (iklan di media majalah/tabloid, koran, radio, televisi) secara parsial terhadap pendapatan PT The Jungle, 3) pengaruh variable-variabel biaya promosi penjualan (event sponsorship) dan biaya periklanan (iklan di media majalah/tabloid, koran, radio, televisi) secara simultan terhadap pendapatan PT The Jungle.
Penelitian ini merupakan penelitian deskriptif disertai analisis kuantitatif yang ditujukan untuk mengetahui mengapa situasi atau kondisi tertentu terjadi atau apa yang memengaruhi terjadinya sesuatu. Penelitian ini dilakukan pada bulan Juli 2010-Juli 2011. Lokasi penelitian adalah di PT The Jungle Bogor.Berdasarkan definisi teori, dapat dirumuskan dua buah variable yakni variable bebas dan variable terikat, variable bebas meliputi: biaya promosi penjualan dan biaya periklanan sedangkan variable terikata dalah pendapatan perusahaan. Analisis data yang digunakanadalahanalisiskorelasidananalisisregresi berganda.
Berdasarkan hasil analisis, dapat diambil kesimpulan: 1) biaya periklanan melalui event sponsorship berpengaruh terhadap pendapatan tiket PT The Jungle Bogor, 2) biaya periklanan di media majalah/tabloid berpengaruh terhadap pendapatan tiket PT The Jungle, 3) biaya periklanan di media Koran tidak berpengaruh terhadap pendapatan tiket PT The Jungle, 4) biaya periklanan di radio tidak berpengaruh terhadap pendapatan tiket PT The Jungle, 5) Biaya promosi penjualan (event sponsorship) dan biaya periklanan (biaya periklanan di tabloid, biaya periklanan di koran dan biaya periklanan di radio) berpengaruh terhadap pendapatan perusahaan.
This study aims to determine: 1) the influence of the variable costs of sales promotion (event sponsorship) are partially to earnings PT The Jungle, 2) the influence of the variable cost of advertising (advertising in magazines / tabloids, newspapers, radio, television) are partially to earnings PT The Jungle, 3) the influence of the variables cost of sales promotion (event sponsorship) and the cost of advertising (advertising in magazines / tabloids, newspapers, radio, television) simultaneously to earnings PT The Jungle.
This study is a descriptive research with quantitative analysis aimed to find out why a particular situation or condition occurs or what the influence of something. The research was conducted in July 2010-July 2011. Research sites are in PT The Jungle Bogor. Based on the definition of theory, can be formulated in two independent variables ie variables and the dependent variable, independent variables include: the cost of sales promotion and advertising costs while the dependent variable is corporate earnings. Analysis of the data used is the analysis of correlation and regression analysis.
Based on the analysis, conclusions can be drawn: 1) the cost of advertising through sponsorship event affects ticket revenue PT The Jungle Bogor, 2) the cost of magazine advertising in the media / tabloids effect on ticket revenue PT The Jungle, 3) the cost of newspaper advertising in the media had no effect of the ticket revenue PT The Jungle, 4) the cost of advertising on the radio had no effect on ticket revenue PT The Jungle, 5) Cost of sales promotion (event sponsorship) and advertising costs (cost of advertising in the tabloids, the cost of advertising in newspapers and on radio advertising costs) effect on corporate earnings.
Kata Kunci : event sponsorship, costs of sales promotion, earnings Management, cost of advertising, corporate earnings, biaya promosi penjualan, biaya periklanan, pendapatan perusahaan.
