摘要：In the centuries that the more extensive and high level of competition in thebusiness world requires good management to work effectively and efficientlymanage the company. PT.TANI PROSPEROUS PROSPEROUS that produceliquid organic fertilizer and liquid pesticides, not apart from thecompetition. Because of the competitive products, PT. TANI PROSPEROUSPROSPEROUS take the marketing mix, one of which is promotion. The aimstudy is to determine how the promotional activities carried out by PT. TANIPROSPEROUS PROSPEROUS and the extent of the influence of salespromotion costs to the results of the PT. TANI PROSPEROUSPROSPEROUS. While the methods used in this study is the method of MultipleLinear Regression, Coefficient of Determination and CorrelationCoefficient. This was proved by the calculation of regression analysis: Y =147-35 X1 + 37 X2 + 61 X3. The equation shows that if X = 0 or there is nosales promotion costs, the results of Rp. 147 million. In the event of a dollardecline in the variables X1, it will increase the sales of Rp. 35 million, whereasin case of adding a dollar to the variable X2, it will increase the sales of Rp. 37million, and in case of adding a dollar to the variable X3 then would raise thesales of Rp. 61 million. The coefficient of determination equal to 0.99, meaningthat the relationship between advertising costs and costs of personal selling isthe strong sales results and direction. Correlation coefficient of 0.98 means thatthe sales results are influenced by advertising, personal selling, and publicity by98% while the remaining 2% is determined by other factors such as consumertastes, distribution, products offered and price.
