Vol. - No. October 2022
DOI：-

ISSN: -

EFFECT OF PROMOTION COST ON SALES VALUE
CARICA FRUIT BASED PRODUCTS
(Case Study at UD. Yuasafood Berkah Makmur Wonosobo)

Wijayanto, Khusaini ; Agroindustry Study Program, Faculty of Agricultural Technology,
Gadjah Mada University, D.I. Yogyakarta, Indonesia
khusainiwijayanto@gmail.com

Received:

▪ Review:

▪ Accepted: ▪ Published

Abstract

A carica fruit processing industry called UD. Yuasafood Berkah Makmur is located on
Dieng Street km. 3.5, Krasak Village, Mojotengah District, Wonosobo Regency, Central Java.
This study aims to determine if UD. Yuasafood Berkah Makmur's promotion expenses have a real
and substantial impact on the sales value of carica fruit goods. The Annual Report statistics for
the years 2007 through 2011 were used in this study. Simple linear regression analysis, the t test,
coefficient of determination (R2), and the F test were used to examine the data. Promotion cost
(X) served as the study's independent variable, and sales value served as the study's dependent
variable (Y). The SPSS (Statistical Package for Social Science) software and manual calculations
were used to process the two variables. Using a variety of statistical test analyses, including
simple linear regression analysis, the t test, analysis of the coefficient of determination (R2), and
the F test, the following data processing procedures were used to generate the following statistical
test analyses:
Y = 38,506,713.51 + 14.90 X
the calculated coefficient of determination (R2) is 0.402 as a consequence. From the comparison
of tcount on each variable with ttable, it can be seen that H0 is rejected and Ha is accepted since
tcountpromotion costs are 6.73 compared to ttable, or 2.00. The presented hypothesis H0 was
rejected, and Ha was accepted, based on the calculation results of the F test, which reveal that
the values of Fcount= 38.990 and Ftable= 4.01 are greater than each other at the 5% significant
level. The statistical analysis shows that the promotion cost variable significantly and positively
affects the growth of sales value.

Keywords: Carica Fruit Products, Sales Value, and Promotion Cost

A. INTRODUCTION
Companies
operating
in
the
agroindustry are currently facing increased
competition. This is brought on by both the
development of technology and the
expansion of agricultural goods that are
useful in daily life. Different strategies have
been used to win over the public, including
boosting human resources and high-tech
infrastructure. Consumers are now in a
position to make decisions as a result of
competition to give the greatest services.
People can choose based on their needs
thanks to the growing number of comparable
businesses operating with a variety of goods
or services. In addition to being impacted by
the rise in consumer demand for agroindustrial goods, the agro-industry plays a
significant role in Indonesia's economic and
industrial growth.
One crucial element of a sector is
marketing. Because without a marketing
strategy, consumers won't be exposed to the
goods produced by an industry. Here,
marketing cannot be considered in isolation
from its enabling variables, such as the
existence of marketers, distributors, market
research, and several other enabling
factors. Additionally, marketing is a social
and management process through which
people and groups meet their needs and
desires by jointly coming up with an offer and
trading something of value. Marketing
management is also necessary in
marketing.
The
production,
pricing,
promotion, and distribution of products and
services, as well as the circulation of ideas,
are all aspects of marketing management.
The goal is to generate interactions with
target audiences that satisfy their
requirements.
Promotion is required for successful
agro-industrial product marketing. Here,
promotion has a significant impact on
customer interest. Typically, a product's
consumer interest will rise with effective
advertising. Promotion is also the best
marketing
strategy
for
overcoming

competition so that the company's objective
of maximizing profit may be accomplished
by raising sales value. The conditions of the
business,
which
must
take
into
consideration the amount of money coming
in from correctly executed and profitable
promotions, must be tailored to these
promotional activities.
A company called UD. Yuasafood
Berkah Makmur transforms carica fruit into
carica candied goods. The primary product
of the sector at the time of its founding is
candied carica in cocktail form, which is
produced by UD. Yuasafood Berkah
Makmur. Because the fruit drink product was
fresh, sweet, natural, and free of
preservatives, consumers continued to be in
high demand for it even after it was
developed. The materials used to create the
goods are of the highest quality, and tight
quality control is maintained by GMP quality
system (Good Manufacturing Practices) and
HACCP (Hazard Analysis Critical Control
Point).
In order to fulfill customer requirements
and aspirations and maximize sales value,
UD. Yuasafood Berkah Makmur must have
a strong marketing plan and be able to
comprehend consumer behavior in the
industrial environment that processes
agricultural goods. The sector must thus
always keep an eye on promotional costs.
One strategy to boost sales value is to
engage in aggressive promotional efforts
across a variety of advertising media and
promotional activities.

B. LITERATURE REVIEW
Carica Plant
The carica plant is thought to
have entered Indonesia because it was
introduced by the Dutch colonial
government around 1900 at the time
leading up to World War II, and was
successfully developed in the Dieng
Plateau. While the origin of this plant
comes from South America which
spreads in the Andes Highlands from
Panama to Bolivia and the mountains in

Colombia, Ecuador, and was introduced
to Hawaii as an ornamental plant (Neal
1965, referred to in Hidayat 2000).
Currently carica plants are widely
cultivated in several tropical countries
such as the United States, Chile, Sri
Lanka, Singapore and Indonesia (Dieng
Plateau). The development of carica
plants in the Dieng Plateau, Wonosobo
Regency was carried out in several
villages, namely the villages of
Sikunang, Dieng, Sembungan, Siterus,
Campursari, Patak Banteng, Kalilembu,
Jojogan, Parikesit and Igirmranak.
Marketing
According to Philip Kotler and
A.B. Susanto (1994), marketing is a
human activity in relation to the market.
Marketing means working with the
market to realize transactions that may
occur in meeting human needs and
human desires. If one party is more
actively seeking exchange than the
other, then the first party is the marketer
and the second party is the potential
buyer. Marketers are people who seek
resources from others and are willing to
offer something of value for it.
Promotion
Promotion includes all company
activities to introduce products and aims
to make consumers interested in buying
them. If necessary, this is done by
persuading consumers to immediately
make product purchase transactions.
To find out consumer behavior in
making purchases, companies need to
know that sometimes consumers make
purchases influenced both by their
emotions and by their common sense.
The influence of emotions here, for
example, someone makes a purchase
just because they want to be called not
out of fashion, feel proud or to make
them look exclusive. Meanwhile,
economic factors or common sense can
also be factors that encourage
purchases. For example, consumers

before making a purchase compare
prices, quality, easy service, and others
(Rahardja, 1996).
Advertising
Advertising is a selling tool that
every business from the largest to the
smallest needs. There's no magic in
producing effective ads, just common
sense. Every good company manager
can learn to use advertising skillfully to
maximize the chances of business
success. Advertising becomes effective
when the other parts of the business fit
their function. This is especially so for
businesses that have shown an interest
in learning, growing and producing
(Siegel, 1990).
Advertising messages can be
developed in styleto this (specifically)
without much thought beforehand, or it
can
be
created
systematically.
advertising planning (advertising plan)
provides a framework for the systematic
execution of advertising strategy.
Companies
must
compete
with
opponents who are generally well
prepared. This means a company must
enter the advertising “game” with a clear
plan in mind. A product or brand
advertising plan, proposes about what
advertising media will be used then
must be directed, as well as adjusting
the proposed strategy to maintain or
improve the brand's competitive
situation (Shimp, 2003).

C. RESEARCH METHODS
This research was conducted at
UD. Yuasafood Berkah Makmur which is
located on Dieng Street km 3.5, Krasak
Village, Mojotengah District, Wonosobo
Regency, Central Java. The research
was conducted using promotional cost
data and sales value from the company.
Data processing was carried out
using several statistical tests, namely

simple linear regression analysis, t test,
analysis
of
the
coefficient
of
determination (R ) and F test. This
analysis was carried out using the
aidsoftware computer, namely the SPSS
program (Statistical Package for Social
Science).
2

While the calculated F value of 38.990 is
greater than the table F value of 4.01. This
means simultaneously the independent
variables have a significant effect on the sales
value of UD. Yuasafood Berkah Makmur at a
confidence level of 63.4%. Thus, the change
in sales value is quite influenced by the
promotion costs incurred by the company by
carrying out several promotional activities. To
analyze the significance of the price
regression (b) and analyze the effect of the
independent variables on sales value at UD.
Yuasafood Berkah Makmur can be explained
as follows.

D. DISCUSSION
Promotional activities are carried out by
the company with the aim of increasing sales
results or at least to maintain the amount of
sales that have been achieved. Therefore,
the promotional policies taken and
implemented by the company must be
effective and efficient in order to increase
sales value. The promotion cost variable (X)
is identified as affecting sales value, as
shown in Table below.
Percentage of Influence Promotion Cost
Against Sales Value
Year
2007
2008

Sales Value
/ Y (Rp)
33.742.583
51.201.750

Promotion Cost
/ X (Rp)
2.180.500
2.853.917

Percentage
Y-X (%)
646
5,57

2009
2010
2011

110.499.083
167.719.417
175.667.233

4.503.417
7.524.333
6.175.000

4,08
4,49
2,95

it can be said that there is a strong influence
between
the
independent
variable
(promotional costs) and the dependent
variable (sales value). Therefore, it can be
said that the estimator model used is
adequate or fits the data available in this
analysis.

From data processing carried out using
SPSS software (Statistical Production and
Service Solution) Version 16.0 and through
manual calculations, the Simple Linear
Regression equation is obtained as follows:
Y = 38.506.713,51 + 14,90 X
Coefficient of determination (adjusted R )
from the calculation results is 0.402 which
means that the diversity of the dependent
variable (dependent variable), in this case
sales volume can be explained by the
diversity
of
independent
variables
(independent variable) namely the company's
promotion costs of 40.2%. This value
indicates the closeness of the real influence,
the remaining 59.8% is the rest by other
variables that also determine but are not
explained or not included in the model. Thus
2

Regression coefficient b (coefficient of
promotion cost variable or X) is 14.90. To test
the significance of the regression coefficient
seen from the calculated t value, which is
equal to 6.25 and then compared with t table
at the confidence level of 63.4% (2.00). This
means that there is a positive and significant
influence of the promotional costs variable on
UD's sales value. Yuasafood Berkah Makmur
at a confidence level of 63.4%.
The elasticity of sales value to
promotional costs can be calculated by
multiplying the regression coefficient (b) by
the average quotient of the independent
variable and the dependent variable. The
result of the calculation is as follows:
Regression coefficient b = 14,90
The average value of X variable
= 4.647.422,33
The average value of Y variable
= 107.766.013,33
So, that the elasticity value of X variable
= 14,90 (4.647.422,33/107.766.013,33)
= 0,64

This means that the sales value is elastic
to the promotion cost variable and gives a
positive response or influence in increasing
the company's sales value. Graphically for
each month if the promotion costs are
increased then the sales value will also
increase.

E. CONCLUSION
The conclusions in this study is: (1) The
results of the data analysis stated that
promotion costs had a real and significant
effect on sales volume with a confidence level
of 63.4%. It is known from the data analysis
carried out with the SPSS program and
manual calculations that it is known that the
value of F = 38.990 greater than the value of
F = 4.01 at the 5% significance level, then
the hypothesis H submitted was rejected and
H be accepted. That is, the promotion cost
variable has a real and significant influence in
increasing sales value at UD. Yuasafood
Berkah Makmur Wonosnobo, (2) From the
results of simple linear regression analysis
through SPSS and manual calculations, the
following equation is obtained:
count

table

0

a

Y = 38,506,713.51 + 14.90 X
This means that if the variable promotion
costs increase every 1 rupiah, the sales value
will increase by 14.90 rupiah. It can be
concluded that the promotion cost variable
has a positive and significant influence in
increasing sales value at UD. Yuasafood
Berkah Makmur Wonosnobo.

REFERENCE
Hidayat, S. 2000. Potential and Prospects of
Mountain Papaya (Carica pubescens
Lanne & K. Koch) from Sikunang, Dieng
Plateau, Wonosobo. Botanical Garden
Development Center. Bogor.

Kotler, P. and A.B. Susanto. 1994. Marketing
Management in Indonesia : Analysis,
Planning, Implementation and Control.
Salemba Empat. Jakarta.
Rahardja, P. 1996. Economics for Senior
High Scool Class 3. PT Intan Pariwara.
Jakarta.
Siegel, G.M. 1990. How to Promote Your
Business. Dahara Prize. Semarang.
Shimp, T.A. 2003. Promotion Advertising
Additional Aspects of Integrated
Marketing Communications. Erlangga
Publisher. Jakarta.

COVER LETTER
Title of the manuscript
Abstract

Keywords
Type of manuscript (please specify):
Research article
Review article
Brief report
Short communication
Research note
Full name and address of the Corresponding author

Telephone#

Fax#

Email
I hereby confirm that the manuscript was prepared in accordance with the instructions
for authors of scientific publications, and that the content of this manuscript, or most
of it, was not published in the journal indicated, and the manuscript was not submitted
for publication elsewhere.
I hereby confirm my consent to pay the Article Processing Charges (APC) EUR 400 in the
case of the manuscript acceptance for publication. I am aware and hereby confirm that the
APC is non-refundable.
I hereby confirm my consent to make all payments for English Language Editing
Services (EUR 130).

Signature of the Corresponding author

Date

Copyright Agreement
Manuscript title:
Full names of all
authors:_______________________________________________________
______________________________________________________________________
______________________________________________________

Full name and address of the corresponding author:

Telephone: _____________ Fax: _________________ Email:

License Agreement
(1)
(2)
(3)
(4)
(5)
(6)
(7)

(8)

Authors own all the copyright rights for the paper.
Submitted manuscript is an original paper.
Authors hereby grant the Issues of Journal of SWJTU with an exclusive, royaltyfree, worldwide license to email the paper to all who will ask for it.
All authors have made a significant contribution to the research and are ready to
assume joint responsibility for the paper.
All authors have seen and approved the manuscript in the final form as it is
submitted for publication.
This manuscript has not been published and also has neither been submitted nor
considered for publication elsewhere
The text, illustrations and any other materials, included into the
manuscript, do not infringe any existing intellectual property rights or
other rights of any person or entity.
The editors of the Issues of Journal of SWJTU, its personnel or the
Editorial Board members accept no responsibility for the quality of the
idea expressed in this publication.

I am the Corresponding author and have full authority to enter into this agreement.
Full name, affiliation and position:
Signature:

Date:____________