Research Paper
Year: 2019 | Month: June | Volume: 6 | Issue: 6 | Pages: 369-381
Analysis of the Effect of Promotional Mixes in Achieving Target Sales of Sustagen Milk Products in pt. Mead Johnson Indonesia (North Sumatera Area)
Sugar Boyle Sinaga1, Prof. Dr. Amrin Fauzi2, Dr. Zahari Zen2
1Postgraduate Students Master of Management University of North Sumatera, Indonesia
2Postgraduate Lecturer Master of Management University of North Sumatera, Indonesia
Corresponding Author: Sugar Boyle Sinaga
ABSTRACT
PT. Mead Jhonson is a milk producer company in Indonesia with quality dairy products through quality research and production processes. Based on the data obtained from PT. Mead Jhonson Indonesia in the North Sumatra area, it was seen that there was a decrease in sales volume in 2012-2015 for Sustagen milk products.
This work event was also compiled to examine the promotion mix factors that had been carried out by PT. Mead Johnson Indonesia in increasing the achievement of sales targets for Sustagen Milk by using correlational research, to determine whether there are correlations of independent variables, in the form of advertising, personal sales, sales promotion, public relations to the dependent variable, which is an increase in sales volume. The population in this study were all retailers or stores selling Sustagen Milk products in North Sumatra and sampling using the Roscoe method with the sampling area. This research itself is conducted using a questionnaire that has been tested for validity and reliability. Data collected from the results of the questionnaire were then processed with quantitative analysis, namely data analysis using statistical methods, namely correlation analysis and multiple linear regression analysis with the help of SPSS version 16 software.
The conclusion of this study is that 98% increase in sales volume of Sustagen Milk is explained by Advertising, Sales Promotion, Personal Sales, and Community Relations. While the remaining 2% is explained by other variables outside the variables in this study. Strong influence on increasing sales volume is an advertising factor, and is followed by personal sales factors, sales promotion and public relations factors and this is very important and a concern for PT. Mead Johnson Indonesia in conducting a series of marketing communications.
Key words: Advertising, Sales Promotion, Personal Sales, Public Relations.
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