Periklanan di Indonesia : Studi Kasus pada PT. Kawasaki Indonesia  

Oleh:

Mukhsin, Abdullah

Jenis: Article from Journal - ilmiah nasional
Dalam koleksi: Jurnal Ekonomi TELESKOP Sekolah Tinggi Ilmu Ekonomi Y.A.I. vol. 5 (2006), page 1-16.
Topik: ADVERTISING; advertising; cost; marketing; product; quality

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ136 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

Advertising is one of successful factors of a marketing program. Even though a product has a good quality, if consumers never hear and are unsure its advantages, they will not buy it. This research is aimed at knowing PT Kawasaki Indonesia Advertising policy and analysing the effect of the policy for increasing sale volume. This research used descriptive analysis method. It explains characteristics found durng observation. Data collected in this research comprises primary and secondary data. The result of correlation analysis (r) shows strong positive relation between two variables (Advertising and sale volume). The coefficient determination (R2) shows that x variable affects y variable at 0.967 or 96.7%. However besides Advertising factor, there are other factors such as product quality, distribution and marketer. T-student test shows that (Ho) is rejected and (Ha) is accepted, which means that there is a relation between Advertising cost variable (x) and sale volume (y). PT. Kawasaki Indonesia should provide a better personal selling tarining for its seller, so Advertising activities will give maximum result and increase sale volume. Sellers should have good attitude and behaviour while they are working. They should have high competency and discipline, so they will understand the best way to negotiate with consumers.

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