Sri Maryanti, Suharti Suharti, Sulaiman Sulaiman


The trend of increasing sales in the bottled drinking water (AMDK) industry in recent years has attracted many companies to enter this industry. The tight competition in the industry requires a company to run its business operations effectively and efficiently, so that organizational goals can be achieved. This study has two objectives, namely (1) to see whether there is a relationship (correlation) between promotional costs and the level of sales of bottled drinking water and (2) to see the development of sales levels in the next three years. The research method uses case studies, data collection by means of observation, interviews and literature study. The data analysis technique uses linear regression and correlation analysis by processing data on promotion and sales costs for 2018-2020. The results showed that there was a significant positive correlation (relationship) between promotion costs and sales levels, this was evidenced by the r value of 0.997. Then, there will be a trend of increasing sales in the next three years (2021-2023). This can be used as a guideline for companies to make the best decisions in order to increase company value.


Marketing Strategy, Promotion Costs, Sales Level, Bottled Water Industry, Organizational Goals

Full Text:



Ali, A., & Muhammad, K. (2021). Impact Of Promotional Tools On Consumer Buying Behavior: A Case Of FMCG Industry. Journal of Marketing Strategies, 3(1).

AQUAGrup. (n.d.). Retrieved September 6, 2021, from

Baye, M. R., & Prince, J. T. (2016). Ekonomi Manajerial dan Strategi Bisnis (Manajerial Economics and Business Strategy) (8th ed.). Salemba Empat.

Cruz-Milán, O. (2021). Hotels’ marketing mix responses at insecurity-stricken destinations: A study in the US–Mexico border. International Hospitality Review, ahead-of-print(ahead-of-print).

Darmawan, A., Wong, H., & Thorstenson, A. (2018). Integration of promotion and production decisions in sales and operations planning. International Journal of Production Research.

Eriani, A. (1999). Kajian strategi Pemasaran Air Minum dalam Kemasan PT. Indevinas Andalas.

Gitosudarmo, I., & Najamudin, M. (2001). Teknik Proyeksi Bisnis (Edisi Pertama). Yogyakarta BPFE.

Igo, A., Harisa, N., & Rizal, R. (2019). Analysis Of Promotion In Increasing Sales Volume In PT. Hasjrat Abadi Perwakilan Unaaha. International Journal of Education and Research, 7(9).—Teguk Kesegaran Airnya, Lindungi Kesehatan Masyarakatnya. (n.d.). Retrieved September 6, 2021, from

Juhaeri, J., Paeno, P., Ahidin, U., & Kautsarzafira, K. (2019). Analysis of Sales Level Through the Cost of Promotion in Gas 15 Coffee and Friends Ciputat Restaurant in Tangerang Selatan City. Pinisi Discretion Review, 3(1), 39–46.

Kotler, P., & Armstrong, G. (2006). Prinsip-Prinsip Pemasaran (12th ed.). Erlangga.

Kotler, P., & Armstrong, G. (2008). Prinsip-Prinsip Pemasaran (12th ed.). Erlangga.

Maddinsyah, A., Sugiyanto, S., Juhaeri, J., Wawan, S., & Denok, S. (2021). Effect Of Promotion Cost And Production Cost On Sales Performance: An Empirical Study On Indonesian Automotive Manufacture. Turkish Journal of Phisiotherapy and Rehabilitation, 32(3), 5282–5289.

Markota, L., Barac, Ž. A., & Knezović, V. (2015). Impact Of Promotional Costs On Company’s Profitability. Journal of Accounting and Management.

Ndidi, H., & Etebo, Z. (2021). The Effect Of Promotion Costs In Increasing Sales In GN Electric Apliance Business. Journal Digmensie Management and Public Sector, 2(1), 015–022.

Sukmana, F. H., & Maryanti, S. (2019). Telaah Konseptual Relationship Marketing Dan Perkembangannya. Distribusi - Journal of Management and Business, 7(1), 47–62.



  • There are currently no refbacks.


ISSN 1978-3787 (print) | 2615-3505( online)
Published by BINA PATRIA | Email:

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.


View My Stats