Analisis Pengaruh Promosi Terhadap Hasil Penjualan Obat Generik Berlogo, Produksi P.T. Kimia Farma (Persero)  

Oleh:

Razak, Ismail

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI
Dalam koleksi: Widya: Majalah Ilmiah vol. 21 no. 227 (Aug. 2004), page 38-43.
Topik: Promosi; Hasil Penjualan Obat Generik

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: MM47.21 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

The aim of the study was to know the influence of promotion expense and promotion mixed expense on the yield of sales generic drugs. Data analyzed were time series collected from PT Kimia Farma (Persero). The results of the study indicated that promotion expense positively influenced the yield of sales in generic drugs. The personal selling expense and public relation expense positively influenced the yield of sales in generic drugs, however, advertising expense was significant and sales promotion expense negatively influenced the yield of sales in generic drugs. The study concluded that personal selling and public relation were better than advertising and sales promotion in influencing the yield of sales in generic drugs.

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