PENGARUH BAURAN PROMOSI (PERIKLANAN, PUBLISITAS, KOMUNIKASI MULUT-KEMULUT, DAN PROMOSI PENJUALAN) TERHADAP VOLUME PENJUALAN DI PERUSAHAAN AMPLANG “SALBIAH ABUK” KUMAI PANGKALAN BUN

Sari

The number of companies in Pangkalan Bun which produces amplang make business competition becomes tough. Salbiah amplang company Abuk an industrial business is still relatively small because they use simple technology with production capacity is still low. Abuk Salbiah amplang company decreased due to a lack of human resources oeh operational partners (farmers) so much that afker production. This type of research is a survey research and research explanation. Technics Sampling using simple random sampling. The sample size of 30 people. Test statistical analysis using a computer program, namely: 1) multiple regression analysis to find out the entire next variable to variable beam; 2) a significant F test to determine whether or not the independent variable on the dependent variable together; 3) significant t test to determine whether or not the independent variable on the dependent variable partially; 4) The multiple determination coefficient test to determine the relationship between independent variables and the dependent variable. The constant regression equation (b0) +4.810, advertising variable regression coefficient (b1) +0.732, publicity variable regression coefficient (b2) +0.216, regression coefficient mouth-to mouth communication variables (b3) -0.018, variable regression coefficient sale sale (b4) +0.163. F arithmetic < F table (0.768 < 2.759). Advertising is t table < t < t table (-2.060 < 0.988 < 2.060). Publicity is t table < t < t table (-2.060 < 0.634 < 2.060). Communication mouth-to mouth is t table < t < t table (-2.060 < -0.085 < 2.060). Sales promotion is at table < t < t table (-2.060 < 0.763 < 2.060). Advertising amounted to 0,046 (4.6%), publicity amounted to 0,024 (2.4%), mouth-to mouth communication of -0.003 (-0.3%) and sales promotion amounted to 0,042 (4.2%). From these results it can be concluded that the most dominant variable affecting the sale of advertising is variable with a contribution of 4.6%.