Pengaruh Biaya Promosi Terhadap Kinerja Perusahaan Pada UMKM Di Palembang
DOI:
https://doi.org/10.31851/jmediasi.v5i2.11346Abstract
ABSTRACT
This study aims to determine the effect of promotion costs on company performance at MSMEs in Palembang City. The population of this research is all owners/managers of MSMEs in Palembang City. The sample in this study is the owner/manager of the food and/or beverage sector in the city of Palembang. The sample is set at 100 respondents. Data was collected by distributing questionnaires. The research analysis method used is simple linear regression. The results of the study indicate that promotion costs affect the company's performance on MSMEs in Palembang City.
Keywords: promotion costs, company performance, sales volume.
ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh biaya promosi terhadap kinerja perusahaan pada UMKM di Kota Palembang. Populasi penelitian ini adalah seluruh pemilik/pengelola UMKM di Kota Palembang. Sampel pada penelitian ini pemilik/pengelola UMKM sektor makanan dan atau minuman di Kota Palembang. Sampel ditetapkan sebanyak 100 responden. Data dikumpulkan dengan pembagian kuisoner. Metode analisis penelitian yang digunakan adalah regresi linier sederhana. Hasil penelitian menunjukkan bahwa biaya promosi mempengaruhi kinerja perusahaan pada UMKM di Kota Palembang.
Kata Kunci : biaya promosi, kinerja perusahaan, volume penjualan.
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