ABSTRACT

THE INFLUENCE OF THE COST DISTRIBUTION CHANNELS AND

PROMOTIONAL COSTS TO INCREASED SALES IN THE TOUR
OPERATOR (ANDALAS EDUCATION TOUR) AT SOLOK CITY

RIZKY ZULDI SAPUTRA

Mahaputera Muhammad Yamin University Solok

This research aims to know the influence of the cost distribution

channels and Promotional Costs to increased sales in the tour operator (Andalas
Education Tour) at Solok City.
Distribution channels is one of the activities that function speeds up the
flow of goods or services from the manufacturer to the consumer are efficient.
Distribution channels as one element of the marketing mix has an important
role in marketing the product and achieve company goals. The promotion is a
form of marketing communications, namely marketing activity that seeks to
diffusing information, influence, persuade and remind target market or over the
company and its products so that consumers are willing to accept, buy, and
loyal in its products the company offered.
Based on analysis conducted retrieved Y= -1033610816.988 + 24.142
X1 + 256.936 X2 + e means that the cost distribution channels have no effect
significantly to increased sales. This is evidenced by the use of the t-test with a
value t calculate was 1.346< t tabel 2,034 and significant value significant value is
1,88> α 0,05. While the influential Promotions Costs significantly to increased
sales. This is evidenced by the use of the t-test with a value t calculate is 5.335>
t tabel 2,034 and significant value of 00.00<dari α 0,05. Seen from the R Square
of 0.487 or of 48.7%. This indicates that the contribution of variable Costs costs
of Promotion and Distribution Channels is of 48.7%. While the rest of 51.3%
influenced by variables other than the model that are not discussed in this study.
F test and analysis by comparing the calculated F with F table.
Hypothesis accepted if F calculate > F tables and the value of sig < 0.05 α.
Values F table on significant 0 05adalah, 3.280 From test ANOVA (Analysis of
Variance) or test F above, shows that F is count 15,668 > F table of 3.260 and
significant value of 0.000 of sig α 0.05 < which means the cost of distribution
channels and Promotional Costs simultaneously or together influential
significantly to increased sales.

Keywords: Distribution Channels Cost, Promotion Cost , Increased Sales,

Tour Operator.

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