The impact of promotion costs on the sales at PT. BFI FINANCE MEDAN TBK

Michella, Michella (2018) The impact of promotion costs on the sales at PT. BFI FINANCE MEDAN TBK. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Nowadys, Multi-Finance companies are increasing rapidly due to high consumers demand. With an intense competition, promotion strategy needs to be applied so that a company can sustain in the market. Promotion mix is a widely used strategy to attract consumers in order to get profit. This strategy includes advertising, personal selling, sales promotion, direct marketing, and public relations. The study aims to determine the elements of promotion mix used by PT. BFI Finance Medan, analyzing the promotion cost and sales in 2016 and 2017, and to discover whether promotion costs have positive influence on sales at PT. BFI Finance Medan. This research is quantitative research. Data were collected through interviews, literature study, documentation, and observation. In analyzing the data, descriptive statistics, simple linear regression, coefficient of determination, and hypothesis test are used. The promotion strategy of PT. BFI Finance Medan included advertising, personal selling, sales promotion, and direct marketing. The increased in promotion costs in 2017 led to the increase in sales in 2017. Based on the data analysis, promotion costs have a positive impact on sales at PT. BFI Finance Medan. This research is expected to be a reference for PT. BFI Finance Medan in formulating future marketing decisions.

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