P-ISSN: 2827-9832
E-ISSN: 2828-335x
http://ijsr.internationaljournallabs.com/index.php/ijsr
456
ANALYSIS OF THE IMPACT OF MARKETING MIX (4Ps) ON SALES
VOLUME OF SERVVO’S PRODUCTS IN JAKARTA
Arsita Wickrama
Study Program of International Business Administration Politeknik Lp3i Jakarta
arsitawickrama@gmail.com
ABSTRACT
The purpose of this research is to analyze the impact of the marketing mix (4Ps) strategy on the sales
volume of Servvo’s products in Jakarta. It is useful to give an insight into how the marketing mix (4Ps) can
give impact the sales volume of Servvo’s products aka the fire extinguishers.
This research is quantitative research. The subject of this research is the customers of Servvo in Jakarta. To
determine who will be the respondents, the researcher used a random sampling of 100 respondents. The
technique of collecting data was observation and questionnaire.
According to the result of the research, the t count is 0,602 with df = 1,984. Where 0,602 < 1,984 within
significance value 0,549 > 0,05. Therefore, H1 is rejected and H0 is accepted. We can conclude that
Marketing Mix 4Ps does the to give an impact on the sales volume of Servvo’s products in Jakarta.
Keywords: Marketing Mix (4Ps), Sales Volume, Servvo
This article is licensed under CC BY-SA 4.0
INTRODUCTION
A small fire can cause a huge fire that will burn the largest house and the largest forest in
the world. This means that anything can be burned easily by starting a fire. According to NASA
MODIS, the fire detections over Indonesia in 2015 progressed in relation to previous ones
(2003-2014). October 21
st
, 2015 passed 2006, which was the highest fire year in the MODIS
satellite era, 2000 onwards. The main fire season is from August through October when the
southern part of Indonesia experiences its dry season.
Figure 1.1 Fire Detections over Indonesia
Source: globalfiredata.org (2015)
As humans, we must prepare for anything that can prevent that from happening. There is
something called a fire extinguisher to put out all kinds of fires. Therefore, not many people
are aware of the importance of fire extinguishers. There may be many possibilities why people
are still not aware of it. One of them is the lack of knowledge about fire extinguishers
(Lovreglio et al., 2021). The problem is, the safety industry that is included in the red ocean
Analysis of the Impact of Marketing Mix (4ps) on Sales Volume of Servvo’s Products in Jakarta
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industry makes it difficult for companies to sell their products. This is due to the lack of public
awareness of fire extinguishers.
In 2020, the number of fire cases in Jakarta were increasing from January to December.
Even on January, it reached 1073 fire cases.
Figure 1.2 Fire Cases in Jakarta throughout 2020
Source: data.jakarta.go.id (2020)
We can conclude that the average number of fire cases in Jakarta is 17 cases/day. By
knowing the amount of fire cases, we all should be aware that it’s not a joke anymore and that
we should take care in a serious manner.
Every safety company could have a good marketing strategy to compete with other
competitors (Hofer, 1990). Doing so, it will help increase the sales volume which is the goal
of every company.
Figure 1.3 Fire Extinguisher Market’s Size
Source: grandviewresearch.com (2016)
As you can see here, the market size keeps growing through the years, because the amount
of people living in this world keeps increasing, and the building, the houses are increasing too
so that's what makes the market size grow. On the other hand, when the market size grows, it
means that the competition between each company is getting tighter (Buzzell et al., 1975).
In order to increase the sales volume, a company should create an excellent marketing
mix strategy. The sales volume is greatly influenced by how a company creates its marketing
mix strategy (Gajić, 2012). The more people know it, the more they trust the brand, and will
be planted well as if there’s only one brand that sells fire extinguishers (Lundin & Lancaster,
1990).
Analysis of the Impact of Marketing Mix (4ps) on Sales Volume of Servvo’s Products in Jakarta
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Figure 1.4 Servvo’s Competitors
Source: Author
Nowadays, there are many fire extinguisher companies that try to improve their products
with various prices, media, and quality. Not only that, but they also improve their marketing
strategy which can be more useful to get new customers. In this case, if a company doesn’t
want to improve the marketing strategy or ignore the fact that they’re lacking, it will become
the biggest mistake ever made. The sales volume will decrease and the company will lose the
competition. Bankruptcy might happen as well in the near future if the company doesn’t make
a quick move on this case.
Therefore, a deeper study is needed regarding the strategy to increase sales which are
influenced by several factors such as marketing strategies so that it can attract the interest of
potential customers.
A. The Identification of the Problems
Based on the background of the problem described above, it can be identified several issues
such as:
1. The lack of public awareness regarding fire extinguishers.
2. Low probability percentage of purchasing decision.
3. The competition among the fire extinguishers brand is tighter.
B. The Limitation of Study
It’s necessary for the researcher to limit the study. The purpose of the limitation of the
study is to avoid a problem in the near future that might come and also it helps the researcher
to focus on the main problem. As the reference from the background and the identification of
the study, this study will focus on analyzing the impact of the marketing mix strategy on the
sales volume of Servvo’s products in Jakarta. However, this research will focus on the
customer’s perspective, where the respondents of the questionnaire are the customers of
Servvo in Jakarta. The main reason why the researcher chose the topic, is because the
researcher wants to know how the marketing strategy is going on and affects the sales volume
of Servvo’s products in Jakarta. The researcher believes that it would give more insights to
the safety company about marketing mix strategy affects the sales volume. In light of view,
the study is conducted by analyzing the impact of the marketing mix (4Ps) on the sales volume
of Servvo’s products in Jakarta based on the customer’s perspective without involving the
data of sales volume directly, but will precisely compare to the secondary data of sales volume
from the past 3 years.
Analysis of the Impact of Marketing Mix (4ps) on Sales Volume of Servvo’s Products in Jakarta
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C. The Formulation of Study
Based on the limitation of the problem above, the formulation in this study:
Is there any influence of marketing mix (4Ps) on increasing sales volume on Servvo products
in Jakarta?
D. The Objective of Study
The objective of this research is to analyze the impact of marketing mix strategy on the sales
volume of Servvo’s products in Jakarta.
E. The Significance of Study
The significance of the study will be useful for:
1. Fire Extinguisher Companies, the result of this research is expected to provide them with
a marketing mix strategy to increase sales. It is also expected to motivate the fire
extinguisher company to be more creative in planning the strategy.
2. Researcher, the result of this research can develop her experience related to her
knowledge in research on marketing and business.
3. Students, the result of this research is expected to give them a new insight into the use of
marketing mix strategy to the company’s sales volume.
METHOD
In this study, the researchers used a quantitative study because the data obtained was in the
form of numbers. The results obtained will be further analyzed by data analysis. The data
sources used in this study are primary and secondary data.
1. Types of Data
a) Quantitative Data
b) Qualitative Data
A. Location and Time of Research
1) Location
The research took place at PT Servvo Fire Indonesia (Business Development Division),
Address: Pusat Niaga Roxy Mas, Jl. Kh Hasyim Ashari No.17, RW.8, Cideng, Kecamatan
Gambir, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta 10150.
2) Time
The research took time between October 2021 to April 2022.
B. Operationalization of Research Variables
1. Research Variable
a. Independent Variable
b. Dependent Variable
2. Definition of Variable Operationalization
C. The Technique of Collecting Data
Analysis of the Impact of Marketing Mix (4ps) on Sales Volume of Servvo’s Products in Jakarta
460 2., 1., Desember 2022
a. Observation
b. Questionnaire
c. Literature Study
d. Research Measurement Scale
D. Data Analysis Method
a. Planning
At this stage the activities carried out are as follows:
1. Researchers design customers who will be sampled.
2. Researchers make research instruments that will be used for research.
b. Implementation
At this stage the activities carried out are as follows:
1. Researchers carry out observations on the research sample.
2. The researcher tested, analyzed, and determined the research instrument.
c. Evaluation
At this stage, the researcher analyzes and processes the data that has been collected using a
predetermined method.
d. Preparation of reports
The activities performed during this phase are editing and reporting survey results.
RESULTS AND DISCUSSION
A. General Illustration of Research Object
1. Company Profile of PT Servvo Fire Indonesia
PT SERVVO FIRE INDONESIA is a manufacturer of fire extinguishers under the brand
name SERVVO, servicing the market and meeting the needs of fire extinguishers and fire
extinguishing equipment.
Since 2001, we have been developing the company to be what we are today. The process
takes time and will keep improving so that we could compete with other big companies. We
have won work on many prestigious projects because we were able to develop high-quality
products at a reasonable price.
The company also cares about the well-being of its employees by continuously improving
their skills and admitting good work. This policy is very important to be able to develop and
deliver premium products with the latest technology and provide premium services to our
customers.
Near the end of September 2005, Servvo obtained an ISO 9001: 2000 quality management
system certificate from TÜV NORD (Germany) and was renewed to ISO 9001: 2015 by TÜV
Analysis of the Impact of Marketing Mix (4ps) on Sales Volume of Servvo’s Products in Jakarta
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NORD. Our Quality Policy: "Service Speed for Continuous Improvement" reflects the
commitment of our shareholders or the Board of Directors to provide the best service to our
customers. That's why we put a lot of trust in us not only for your supplier but also for your
partner in fire protection.
2. Vision and Mission
a) Vision
To become a company that is able to meet market needs for quality fire protection products
& services, as well as meet national and international requirements & standards so as to improve
public safety.
b) Mission
Improving product quality, innovation, competence, human resources and services to
customers quickly and continuously by following technological developments.
3. Structure of Organization
Figure 4.1 Structure of Organization
Source: Author
B. Analysis of Unit Description
1) The Characteristics of Respondents
From the results of the questionnaire obtained the characteristics of the respondents are as
follows:
Table 4.1 Characteristics of Respondents
Description
Total
Percentage
Age
- 21 – 35 y.o
85
85%
- 36 – 45 y.o
14
14%
- >45 y.o
1
1%
Job
- Purchasing
24
24%
Analysis of the Impact of Marketing Mix (4ps) on Sales Volume of Servvo’s Products in Jakarta
462 2., 1., Desember 2022
- Business Owner
18
18%
- HSE
16
16%
- Contractor
12
12%
- Marketer
10
10%
- Admin
9
9%
- Consultant
7
7%
- IRT
4
4%
Purpose of Purchase
- Company
45
45%
- Project/resell
29
29%
- Personal
26
26%
Source: Author
According to the table, we know that the majority of age from 21-35 y.o is 85 respondents
(85%), from 36-45 y.o is 14 respondents (14%), from >45 y.o is 1 respondent (1%). Meanwhile,
the majority of job categories are Purchasing by 24 respondents (24%), Business Owner by 18
respondents (18%), HSE by 16 respondents (16%), Contractor by 12 respondents (12%),
Marketer by 10 respondents (10%), Admin within 9 respondents (9%), Consultant within 7
respondents (7%), and lastly, IRT within 4 respondents (4%).
The majority of the purpose of purchase is for the company within 45 respondents (45%),
project/resell within 29 respondents (29%), and personal within 26 respondents (26%).
2) Descriptive Analysis
a) Response of Respondents on Marketing Mix (4Ps) (X)
The response of respondents on Marketing Mix (4Ps) is shown as follows:
Table 4.2 Response of Respondents on Marketing Mix (4Ps) (X)
No
Indicator
Response
VD
D
A
VA
1
Servvo provides
products in a wide
variety of media,
capacities, and models to
suit your needs
0
2
2%
11
11%
87
87%
Analysis of the Impact of Marketing Mix (4ps) on Sales Volume of Servvo’s Products in Jakarta
463 2., 1., Desember 2022
2
Servvo has excellent
product quality in
extinguishing fires in
just a few seconds
0
3
3%
22
22%
75
75%
3
Servvo is a well-known
local brand
0
0
32
32%
68
68%
4
Servvo often provides
economical bundling
promos on certain
special events/days
0
0
40
40%
60
60%
5
The price of the Servvo
product provided is in
accordance with the
quality and benefits
0
0
46
46%
54
54%
6
Servvo product prices
are competitive with
other brand products that
have similar quality
0
1
1%
57
57%
43
43%
7
Servvo has many
authorized
distributors/dealers
throughout Indonesia
0
0
67
67%
33
33%
8
Servvo is available at
ACE Hardware and
Mitra10 retail outlets
0
0
76
76%
34
34%
9
Servvo can be delivered
directly to your location
via selected delivery
services
0
0
83
83%
17
17%
10
I bought Servvo
products after seeing ads
on social media
0
1
1%
89
89%
10
10%
Analysis of the Impact of Marketing Mix (4ps) on Sales Volume of Servvo’s Products in Jakarta
464 2., 1., Desember 2022
11
I bought Servvo product
after seeing an
influencer's post on
Instagram
0
1
1%
52
52%
47
47%
12
I bought Servvo
products after being
offered directly by sales
0
0
15
15%
85
85%
Source: Author
According to the table above, we know that:
1) Respondents who stated “Very Agree” is 87% and those who stated “Agree” is 11%.
Meanwhile, a respondent who stated “Disagree” is 2%. No respondents stated they “Very
Disagree”. It shows that the majority of respondents agree that Servvo provides products
in a wide variety of media, capacities, and models to suit your needs.
2) Respondents who stated “Very Agree” is 75% and those who stated “Agree” is 22%.
Meanwhile, a respondent who stated “Disagree” is 3%. No respondents stated they “Very
Disagree”. It shows that the majority of respondents agree that Servvo has excellent
product quality in extinguishing fires in just a few seconds.
3) Respondents who stated “Very Agree” is 68% and those who stated “Agree” is 32%. No
respondents stated they “Very Disagree” or “Disagree”. It shows that the majority of
respondents agree that Servvo is a well-known local brand.
4) Respondents who stated “Very Agree” is 60% and those who stated “Agree” is 40%. No
respondents stated they “Very Disagree” or “Disagree”. It shows that the majority of
respondents agree that Servvo often provides economical bundling promos on certain
special events/days.
5) Respondents who stated “Very Agree” is 54% and those who stated “Agree” is 46%. No
respondents stated they “Very Disagree” or “Disagree”. It shows that the majority of
respondents agree that the price of Servvo’s products provided is in accordance with the
quality and benefits obtained.
6) Respondents who stated “Very Agree” is 43% and those who stated “Agree” is 57%.
Meanwhile, the respondent who stated “Disagree” is 1%. No respondents stated they
“Very Disagree”. It shows that the majority of respondents agree that Servvo product
prices are competitive with other brand products that have similar quality.
7) Respondents who stated “Very Agree” is 33% and those who stated “Agree” is 67%. No
respondents stated they “Very Disagree” or “Disagree”. It shows that the majority of
Analysis of the Impact of Marketing Mix (4ps) on Sales Volume of Servvo’s Products in Jakarta
465 2., 1., Desember 2022
respondents agree that Servvo has many authorized distributors/dealers throughout
Indonesia.
8) Respondents who stated “Very Agree” is 34% and those who stated “Agree” is 76%. No
respondents stated they “Very Disagree” or “Disagree”. It shows that the majority of
respondents agree that Servvo is available at ACE Hardware and Mitra10 retail outlets.
9) Respondents who stated “Very Agree” is 17% and those who stated “Agree” is 83%. No
respondents stated they “Very Disagree” or “Disagree”. It shows that the majority of
respondents agree that Servvo can be delivered directly to your location via selected
delivery services.
10) Respondents who stated “Very Agree” is 10% and those who stated “Agree” is 89%.
Meanwhile, the respondents who stated “Disagree” is 1%. No respondents stated they
“Very Disagree”. It shows that the majority of respondents agree that they bought Servvo
products after seeing ads on social media.
11) Respondents who stated “Very Agree” is 47% and those who stated “Agree” is 52%.
Meanwhile, the respondents who stated “Disagree” is 1%. No respondents stated they
“Very Disagree”. It shows that the majority of respondents agree that they bought
Servvo’s products after seeing an influencer's post on Instagram.
12) Respondents who stated “Very Agree” is 85% and those who stated “Agree” is 15%. No
respondents stated they “Very Disagree” or “Disagree”. It shows that the majority of
respondents agree that they bought Servvo products after being offered directly by sales.
Figure 4.2 Bar Chart of Response of Respondents on Marketing Mix (4Ps) (X)
Source: Author
Response of Respondents on Sales Volume (Y)
The response of respondents on Sales Volume is shown as follows:
Table 4.3 Response of Respondents on Sales Volume (Y)
No
Indicator
Response
Total
VD
D
A
VA
13
In your opinion, the
0
0
29
71
100
Servvo product
29%
71%
100%
Analysis of the Impact of Marketing Mix (4ps) on Sales Volume of Servvo’s Products in Jakarta
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purchased has been met
according to needs
14
In your opinion, there is
0
0
71
29
100
an increase in the need
71%
29%
100%
to purchase Servvo
products every year
15
You always refill
Servvo products every
time the item is used or
expires
0
7
7%
76
76%
17
17%
100
100%
16
In your opinion, the
budget for purchasing
Servvo products is in
accordance with the
price offered
0
0
93
93%
7
7%
100
100%
17
In your opinion, the
budget for purchasing
Servvo products are
increasing every year
0
7
7%
52
52%
41
41%
100
100%
18
You buy Servvo
products because they
fit your
personal/company
budget
0
1
1%
49
49%
50
50%
100
100%
19
Servvo has made
product innovations
every year
0
0
32
32%
68
68%
100
100%
20
Servvo always improves
the quality of its
products and services
0
0
18
18%
82
82%
100
100%
21
Servvo outlets keep
growing and increasing
0
0
22
22%
78
78%
100
100%
Source: Author
According to the table above, we know that:
1) Respondents who stated “Very Agree” is 71% and those who stated “Agree” is 29%. No
respondents stated they “Very Disagree” and “Disagree”. It shows that the majority of
Analysis of the Impact of Marketing Mix (4ps) on Sales Volume of Servvo’s Products in Jakarta
467 2., 1., Desember 2022
respondents agree that the purchasing of Servvo’s products has been met according to
needs. Respondents who stated “Very Agree” is 29% and those who stated “Agree” is
71%. No respondents stated they “Very Disagree” or “Disagree”. It shows that the majority
of respondents agree that there is an increase in the need to purchase Servvo products every
year.
2) Respondents who stated “Very Agree” is 17% and those who stated “Agree” is 76%.
Meanwhile, the respondents who stated “Disagree” is 7%. No respondents stated they
“Very Disagree”. It shows that the majority of respondents agree that they always refill
Servvo products every time the item is used or expires.
3) Respondents who stated “Very Agree” is 7% and those who stated “Agree” is 93%. No
respondents stated they “Very Disagree” or “Disagree”. It shows that the majority of
respondents agree that the budget for purchasing Servvo products is in accordance with
the price offered.
4) Respondents who stated “Very Agree” is 41% and those who stated “Agree” is 52%.
Meanwhile, the respondents who stated “Disagree” is 7%. No respondents stated they
“Very Disagree”. It shows that the majority of respondents agree that the budget for
purchasing Servvo products is increasing every year. Respondents who stated “Very
Agree” is 50% and those who stated “Agree” is 49%. Meanwhile, the respondents who
stated “Disagree” is 1%. No respondents stated they “Very Disagree”. It shows that the
majority of respondents agree that they bought Servvo products because they fit your
personal/company budget.
5) Respondents who stated “Very Agree” is 68% and those who stated “Agree” is 32%. No
respondents stated they “Very Disagree” or “Disagree”. It shows that the majority of
respondents agree Servvo has made product innovations every year.
6) Respondents who stated “Very Agree” is 82% and those who stated “Agree” is 18%. No
respondents stated they “Very Disagree” or “Disagree”. It shows that the majority of
respondents agree that Servvo always improves the quality of its products and services.
7) Respondents who stated “Very Agree” is 78% and those who stated “Agree” is 22%. No
respondents stated they “Very Disagree” or “Disagree”. It shows that Servvo’s outlets keep
growing and increasing.
Figure 4.3 Bar Chart of Response of Respondents on Sales Volume (Y)
Source: Author
1. The Analysis of Quantitative Data
a. Research Instrument Test
Before the research instrument was used, the validity and reliability test was conducted
using 30 respondents. The resulting r table value for N = 53 (df = n-2) was 0.279. The
Analysis of the Impact of Marketing Mix (4ps) on Sales Volume of Servvo’s Products in Jakarta
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purpose of testing instruments related to quality is an attempt to determine the validity. An
instrument is valid if it can measure what it wants to measure.
Testing the validity and reliability in this study using SPSS Software (Statistic Package
and Social Science) 26 version for Windows.
1) Validity Test
a) Marketing Mix (4Ps)
The result of the validity test is shown as follows:
Table 4.4 Validity Test of Marketing Mix (4Ps)
No
Question
Rcount
Rtable
Result
1
Item_1
0.578
0,361
Valid
2
Item_2
0,741
0,361
Valid
3
Item_3
0,822
0,361
Valid
4
Item_4
0,858
0,361
Valid
5
Item_5
0,872
0,361
Valid
6
Item_6
0,856
0,361
Valid
7
Item_7
0,795
0,361
Valid
8
Item_8
0,717
0,361
Valid
9
Item_9
0,629
0,361
Valid
10
Item_10
0,537
0,361
Valid
11
Item_11
0,881
0,361
Valid
12
Item_12
0,621
0,361
Valid
Source: Author using SPSS 26
Validity testing is used to test whether or not the items of the instrument are suitable for
research. To test the validity of this research instrument using the Pearson correlation method
(Pearson correlation). A validity test is used by testing the correlation between item scores and
the total score of each variable. Statistically, the correlation number of the total share obtained
must be compared in the r product moment table. If the value of r
count
> r
table
then it is said to
be valid.
While the value of r
table
with N = 30 can be obtained by 5% of significance. The significance
level of 0,05 is 0,361. Validity test results show that all research indicators have r
count
> from
r
table
(0,361) so it can be concluded that all research indicators are valid.
a) Sales Volume
The result of the validity test is shown as follows:
Analysis of the Impact of Marketing Mix (4ps) on Sales Volume of Servvo’s Products in Jakarta
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Table 4.5 Validity Test of Sales Volume
No
Question
Rcount
Rtable
Result
1
Item_13
0,647
0,361
Valid
2
Item_14
0,712
0,361
Valid
3
Item_15
0,733
0,361
Valid
4
Item_16
0,453
0,361
Valid
5
Item_17
0,880
0,361
Valid
6
Item_18
0,850
0,361
Valid
7
Item_19
0,802
0,361
Valid
8
Item_20
0,719
0,361
Valid
9
Item_21
0,762
0,361
Valid
Source: Author using SPSS 26
The test results of the validity of the Sales Volume
(Y) a variable can be seen that the Sales Volume variable statement item is valid if r
count
>
from r
table
(0,361) then it means that the entire Sales Volume statement item is valid because of
the 30 statements above rcount> rtable.
2. Reliability Test
The purpose of testing instruments related to quality is an attempt to determine the reliability
of the instrument and can measure what is meant in answering questions or statements among
subjects. Reliability shows the stability and consistency of the measuring instrument to assess
the goodness of the measure. Measurement of reliability using Cronbach's Alpha if the alpha
coefficient > 0,6 then the instrument is said to be reliable. The results of the reliability test can
be shown below:
Table 4.6 Reliability Test
No
Variable
Cronbach’s Alpha
Cronbach’s Alpha
Standard
Note
1
Marketing Mix
(4Ps) (X)
0,929
> 0,6
Reliable
2
Sales Volume (Y)
0,896
> 0,6
Reliable
Source: Author using SPSS 26
According to the table above, we know that each variable have Cronbach Alpha’s value
within > 0,6, therefore we conclude that all variables in this research are reliable.
Analysis of the Impact of Marketing Mix (4ps) on Sales Volume of Servvo’s Products in Jakarta
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b. Classical Assumption Test
1) Normality Test
According to Sujianto (2009), the normality test is a test to measure whether our research’s
data has a normal distribution. To test heteroscedasticity. A good regression model is
homoscedasticity or there is no heteroscedasticity. To detect whether there’s a
heteroscedasticity problem by using Glesjer Test method where:
- There’s no heteroscedasticity if t
value
< t
table
and the significance > 0,05.
- There’s a heteroscedasticity, if t
value
> t
table
and the significance < 0,05.
The results of the heteroscedasticity test can be shown as shown below:
Figure 4.5 Heteroscedasticity Test
Source: Author using SPSS 26
According to the table above, the tvalue is -1.852, while the t
table
is 1.98447. It means, t
value
< t
table
which shows that there’s no heteroscedasticity. The significance of the test is 0.067,
which means that significance > 0,05 and shows that there’s no heteroscedasticity. Therefore,
the regression model is fit to predict the Analysis of the Impact of Marketing Mix (4Ps) on the
Sales Volume of Servvo’s Products in Jakarta.
1) Linearity test
A linearity test is used to examine whether there is a linear relationship between independent
variables and dependent variables. It’s also used to determine the model of the relationship.
In the linearity test, to detect the linearity of each variable is using a significant value to be
> 0,05.
The results of the linearity test can be shown as shown below:
Figure 4.6 Linearity Test
Source: Author using SPSS 26
According to the table above, we can know the result of the linearity test by the significant
value in the row of Deviation from Linearity within 0,578. The result shows that the
significance value is > 0,05, so we can conclude that the Marketing Mix (4Ps) (X) variable and
Sales Volume (Y) are linear.
a. Simple Linear Regression
Sugiyono (2015) stated that simple linear regression is based on a functional or causal
relationship of one independent variable with one dependent variable. This analysis is to
determine the direction of the relationship between the independent variable and the dependent
variable whether positive or negative and to predict the value of the dependent variable if the
Analysis of the Impact of Marketing Mix (4ps) on Sales Volume of Servvo’s Products in Jakarta
471 2., 1., Desember 2022
value of the independent variable increases or decreases. The results of simple regression
analysis can be seen in the following table.
Figure 4.7 Simple Linear Regression
Source: Author using SPSS 26
According to the table above, the regression equation is obtained as follows:
Y = a + bX
Y = 29,358 + 0,046X
Here’s the explanation:
a = 29,358 is a constant value, indicating that if there is no Marketing Mix (4Ps) or equal to
0, then the Sales Volume is 29,358.
b = 0,046 is the coefficient value shows that if the Marketing Mix value is 1 point, then
Sales Volume will increase by 0,046.
- If t count < t table then H0 is accepted, at sig > = 5%
- If t count > t table then H1 is accepted, at sig < = 5%
Figure 4.8 Hypothesis Test
Source: Author using SPSS 26
According to the table above, the t count is 0,602 with df = 1,984. Where 0,602 < 1,984
within significance value 0,549 > 0,05. Therefore, H1 is rejected and H0 is accepted. We can
conclude that Marketing Mix 4Ps does not give an impact on the sales volume of Servvo’s
products in Jakarta.
However, based on the t test, it doesn’t show specifically whether there’s an indicator that
could give an impact significantly to the dependent variable. The researcher decided to test it
separately and here’s the result:
Figure 4.9 Hypothesis Test on separate indicator
Source: Author
Analysis of the Impact of Marketing Mix (4ps) on Sales Volume of Servvo’s Products in Jakarta
472 2., 1., Desember 2022
According to the table above, we know that one of the indicators shows a positive and
significant result. The t count of indicator “Place” is 2,007 with df = 1,984. Where 2,007 >
1,984 within significance value 0,48 < 0,05. From this test, we can see that “Place” gives an
impact on the Marketing Mix, meanwhile, the other indicators don’t give an impact to the
Marketing Mix.
Based on the result, here’s the explanation of why the rest of the marketing mix (4Ps)
indicators don’t give a significant impact on sales volume as follows:
Product: Servvo is the brand for fire extinguishers. By looking at the variety of the products,
Servvo doesn’t really provide the whole fire protection stuff such as hydrant, boots, safety
clothes, and other safety equipments. The other side is that limited media is provided. For
example, for liquid gas, Servvo only provides Clean Agent SV-36 with type HFC-236 fa.
- Price: For the price, Servvo is known as the fire extinguisher brand that is brave enough
to sell at a fantastic price. The cheapest product is Rp890.000/unit for 1 Kg. A lot of
customers have problems with the price and they think it’s too expensive compared to
other brands.
- Promotion: Servvo is still in development, especially on the promoting side. They start
pulling a strategy on promoting the product via social media such as Instagram,
Facebook, Tiktok, and Youtube. However, the strategy is not strong enough to promote
the brand itself.
b. Determination Coefficient Test (R
2
)
The coefficient of determination (R
2
) essentially measures how far the ability of the model
marketing mix (4Ps) to explain the variation of the dependent/independent variable (sales
volume). A value close to one means that the independent variables provide almost all the
information needed to predict the variation of the dependent variable.
Figure 4.10 Determination Coefficient Test
Source: Author using SPSS 26
According to the table above, we could obtain the determination coefficient value (R2) is
0,004. This shows that Marketing Mix (X) can explain the effect of 0,4% on Sales Volume.
While the remaining 99,6% (100%-0,4%) is influenced by other factors which in this case are
not studied.
A. Research and Findings
In this research, the research uses Marketing Mix to measure the impact on the Sales
Volume of Servvo’s products in Jakarta. Hereby the result of the findings to answer the
hypothesis:
- Based on the result of the research, it shows the t count is 0,602 with df = 1,984. Where
0,602 < 1,984 within significance value 0,549 > 0,05. Therefore, H1 is rejected and H0 is
accepted. We can conclude that Marketing Mix (4Ps) does not give an impact on the sales
volume of Servvo’s products in Jakarta.
Analysis of the Impact of Marketing Mix (4ps) on Sales Volume of Servvo’s Products in Jakarta
473 2., 1., Desember 2022
- Although there’s no significant impact on the sales volume, the researcher believes that
there may be at least one indicator that can show a positive and significant impact on the
dependent variable. Therefore, another test is done by testing them separately and it shows
that one of the indicators shows a positive and significant result. The t count of indicator
“Place” is 2,007 with df = 1,984. Where 2,007 > 1,984 within significance value 0,48
< 0,05. From this test, we can see that “Place” gives an impact on the Marketing Mix,
meanwhile, the other indicators don’t give an impact on the Marketing Mix.
Discussion
In this discussion, we will be discussing the result of this research. According to the result,
we finally know that there’s no positive significance on sales volume. However, there must be
some explanations and the process undergo this research as follows:
On the first try, all the items in the questionnaire are valid and reliable. However, when the
researcher tried to do the normality test, the result came out unexpectedly. The result showed
that the data were not distributed normally. In the end, the researcher reshared the questionnaire
and luckily the data came out normally distributed.
The data was tested in the classical assumption test. It was fine until the researcher went to
test the hypothesis test. The result came out unexpectedly because it rejected the H1 which was
the researcher’s hypothesis. However, this research is to test whether our hypothesis would be
accepted or not. Therefore, the researcher tried to test the indicators separately in order to see
the result specifically. Finally, it came out with the result showing that indicator Place accepted
the H0 which gave a positive significant impact on the sales volume.
- Researcher went to see if there are some other researchers in the past that had a similar
result. In the journal of Strategic and Global Studies by Nurbaiti & Soehardi (, 2021) “The
Effect of the Marketing Mix of MSME Products on Sales Volume During the Covid-19
Pandemic”, showed that product, price, and the place had no effect on sales volume.
- It has no significant effect because the researcher tests it all in one which is hard to detect
which indicator that gives an effect on sales volume. However, the researcher made a special
analysis of why indicator products, price, and promotion have no effect on sales volume.
Here are some explanations:
1) Product: Servvo is the brand for fire extinguishers. By looking at the variety of the
products, Servvo doesn’t really provide the whole fire protection stuff such as
hydrant, boots, safety clothes, and other safety equipments. The other side is that
limited media is provided. For example, for liquid gas, Servvo only provides Clean
Agent SV-36 with type HFC-236 fa.
2) Price: For the price, Servvo is known as the fire extinguisher brand that is brave
enough to sell at a fantastic price. The cheapest product is Rp890.000/unit for 1 Kg.
A lot of customers have problems with the price and they think it’s too expensive
compared to other brands.
3) Promotion: Servvo is still in development, especially in the promoting side. They
start pulling a strategy on promoting the product via social media such as Instagram,
Facebook, Tiktok, and Youtube. However, the strategy is not strong enough to
promote the brand itself.
4) Here’s the data on Servvo’s Sales volume from 2018-2020. It shows that there’s an
increase in the sales volume from 2019 to 2020.
Analysis of the Impact of Marketing Mix (4ps) on Sales Volume of Servvo’s Products in Jakarta
474 2., 1., Desember 2022
Figure 4.11 Data of Sales Volume of Servvo in Jakarta fom 2018-2020
Source: PT Servvo Fire Indonesia (secondary data)
5) In fact, there are probably other factors which not being studied here. For example,
the factor of customer satisfaction may lead to why the marketing mix (4Ps) has no
effect on sales volume. According to Thorat et al (n.d.), satisfaction is a person’s
feelings of pleasure or disappointment that result from comparing a product’s
perceived performance/outcome to their expectations. Perhaps, the customers of
Servvo had a high expectations. When it didn’t mean their expectations, of course,
there would be no repurchase in the future so it would affect the sales volume.
CONCLUSION
Based on the result of the test that’s been done about the analysis of the impact of the
marketing mix (4Ps) on the sales volume of Servvo’s products in Jakarta, the researcher could
pull some conclusions as follows:
1. Marketing Mix (4Ps) does not give a significant impact on the sales volume of Servvo’s
products in Jakarta, based on the result of the t-test within 0,602 < 1,984 (t
table
) and
significance value 0,549 > 0,05.
2. The determination coefficient value (R
2
) is 0,004. This shows that Marketing Mix (4Ps)
can explain the effect of 0,4% on Sales Volume. While the remaining 99,6% (100%-0,4%)
is influenced by other factors which in this case are not studied.
B. Suggestion
Based on the result of the test that’s been done about the analysis of the impact of the
marketing mix (4Ps) on the sales volume of Servvo’s products in Jakarta, the researcher could
give some suggestions as follows:
1. To PT Servvo Fire Indonesia (Company)
As we know, from the result of this research, Marketing Mix (4Ps) doesn’t give an impact
on the Sales Volume of Servvo’s products in Jakarta. However, after the researcher took
another test separately to test each indicator, there was an impact of place on sales volume. It’s
only one indicator, while the others don’t. It means, as a company, Servvo should improve the
marketing mix strategy so that it could give a positive impact significantly to the sales volume.
2. To Readers
With this research, we hope that all of the readers could get positive knowledge. The result
of the analysis of the impact of the marketing mix on the sales volume of Servvo’s products in
Jakarta might not be coming out as written in the H1. However, by reading this research, all of
you could understand that the marketing mix should be created with a great strategy so that it
could give a positive impact to any aspects.
Analysis of the Impact of Marketing Mix (4ps) on Sales Volume of Servvo’s Products in Jakarta
475 2., 1., Desember 2022
We hope you could expand your knowledge and use this research as a reference for your
next research.
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