PERANAN BAURAN PROMOSI DALAM MENINGKATKAN PENJUALAN PESAWAT TELEPON PADA SBU ICSS DI PT. INTI ( PERSERO ) BANDUNG

Promotion is one of marketing activities and it is most used by companies today. A promotion activity is activity that company carried out to communicate the benefit of product and effort to influence a purchasing decision that it made by the consumers. While a selling is an activity that goods or service move out which is a part of the marketing strategy, to know the consumer wont’s and to obtain the benefit for both parties.

The aim and purpose of this research is to understand how the implementation of a mix promotion which carried out by SBU ICSS in PT INTI (State Owned Enterprise) Bandung, to recognize the rate of selling for telephone set in SBU ICSS in PT INTI (State Owned Enterprise) Bandung and to understand how much the role of mix promotion in order to increase the selling of telephone sets in SBU ICSS in PT INTI (State Owned Enterprise) Bandung.

The promotion activities that SBU ICSS PT INTI (State Owned Enterprise) carried out including Advertising, Sales Promotion, Public relations (Publicity), Personal Selling and Direct Selling. The company spent the cost for promotion activity is not fixed, but, fluctuative, because it must be suitable with the company policy and marketing objective. Whereas the sales revenue of telephone sets during the research period had been increased in average.

To understand how much the role of mix promotion in order to increase the selling, this research used the method of descriptive and verificative. A descriptive research was conducted to obtain the figure of mix promotion implementation and volume of selling. While a verificative research was executed to understand the relations of variables through hypotesis test with a formulated research method through statistical computation.

Based on research results, correlation value between the mix promotion and selling was 0,711 with determination coeficient was 50,55% that it means the mix promotion implementation had a role in 50,55% for increasing the selling. Whereas analysis results that make use Regression Linear Multiple has results as following :

Y = 2.660.103 + 687,720 X1 + 765,007 X2 + 145,954 X3 + 584,044 X4 , to indicate that mix promotion implentation that gave contribution in largest for increasing the selling was the sales promotion that is Rp 765,007 in amount.

Based on the result of hypotesis test ( t-test ) indicated that : t computation = 2,261 > t table = 2,132, thus, H0 is refused and H1 is received so that point out that mix promotion implementation has a role in order to increase selling.