The impact of inadequate promotional activities on the decline of Revlon cosmetics sales in Chandra Teluk Betung

Abstract

Purpose: This study aims to determine the increase and decrease in Revlon's cosmetic sales.
 Research methodology: Quantitative research seeks to identify and establish the relationships or influences between variables. The research results show that a lack of promotional activities has a good rating. The correlation coefficient between lack of promotion and decline in sales is 0.598, indicating a positive relationship between the two variables. Hypothesis testing using a t-test shows that the lack of promotional activities has a significant impact on the decline in sales.
 Results: This quantitative study identified a relationship between the lack of promotional activities and the decline in Revlon's cosmetic sales. It recommends that companies use additional promotional strategies such as social media marketing, advertising campaigns, and offering discounts to enhance their sales potential. These insights should benefit companies to assess the value of each strategy and make strategic decisions that could improve sales revenue.