The Effect of Marketing Mix on NMAX Motorcycle Sales
Volume at Yamaha Putera Agung Dealership, South Jakarta
Muhammad
Rifqi Akmal1, Kumba Digdowiseiso2*
ABSTRACT
The study aims
to determine the effect of price, product, distribution and promotion on the
sales volume of NMax motorcycles at Yamaha Putera Agung dealers in South
Jakarta. With product and promotion variables it is assumed not to affect the
sales volume variable. In this study, the price variable uses a proxy for down
payment and installment period, while for the distribution variable uses a
proxy for the amount of leasing. This research uses a qualitative approach. The
type of data in this study is secondary data using time series data. The
population in this study is unknown by taking 1 (one) research sample. The
analysis method used in this study is a multiple linear regression analysis
method processed by SPSS 24.0 software. The results of this study show that
down payments and installment periods which are proxies of prices negatively
affect sales volume, while the amount of leasing which is a proxy of
distribution has a positive effect on sales volume.
Keywords:
Price, Product, Distribution, Promotion, Down Payment, Installment Period,
Leasing and Sales Volume
INTRODUCTION
Motorized vehicles have become a basic necessity for
various levels of society in carrying out their daily lives. People are
required to move quickly to carry out various activities over varying
distances. Congested traffic conditions are one of the challenges that
motorists must face in order to complete their work. This condition often makes
it difficult for them to complete the work according to the estimated time. So
that the work carried out can run easily and smoothly and in accordance with
the estimated time expected, the right alternative solution to answer this challenge
is to ride a motorbike.
Motorbikes are a practical and very economical means of
transportation. This is what makes people tend to prefer using motorbikes over
using other means of transportation. Apart from being practical and economical,
the cost of maintenance and accessories for motorbikes is also quite cheap.
Choosing the type of motorbike that will be used is also an important thing to
consider. Apart from needing motorbikes that are practical and economical,
people also need motorbikes that are safe and comfortable to minimize fatigue
when traveling.
One of the motorbikes that offers this solution is the
NMax motorbike produced by the Yamaha Indonesia Motor Manufacturing (YIMM) Company.
NMax is an automatic type motorbike with
an engine cylinder capacity of 155cc which can give a comfortable and elegant
impression. NMax is also the first locally
produced motorbike to use Variable Valves
Actuation (VVA) technology to maintain maximum torque and power at every
engine speed. The front and rear lights are equipped with energy-saving LEDs.
There is also a digital instrument panel and an Anti-lock safety system Braking
System (ABS) which is claimed to be able to prevent the rear wheels from
locking due to sudden braking. The body
design of the NMax motorbike is designed to be relatively large in size,
thereby increasing comfort for users when riding. Moreover, the handlebar
design of this Yamaha motorbike is also designed to be much higher than the
seating position so that users do not have to bend over when riding it.
At the start of its appearance in 2015, the sales volume
of NMax motorbikes reached 24 5 units.
In 2016 the sales volume of NMax motorbikes increased rapidly to reach 54 4 units. However, in 2017, the
sales volume of NMax motorbikes decreased quite significantly number 4 36 units.
Assauri (2015) states that one of the strategies often
implemented by companies is the marketing mix strategy which is a combination
of variables or core activities of the marketing system. These variables can be
controlled by the company to influence the reactions of buyers or consumers
which include product, price, distribution and promotion (4P). This strategy is
related to determining how the company presents its product offerings along
with other supporting strategies in the form of pricing strategies,
distribution channels and promotional strategies in certain market segments
which are its target market.
According to Sunyoto (2012) price is the amount of money
charged for a particular product. In sales, there are two payment systems for
NMax motorbikes, the first is a cash
system and the second is a credit or installment system. Currently, people
tend to prefer the credit or installment system when purchasing NMax
motorbikes. This is because people do not need to spend large amounts of money
at the start of purchasing each new motorbike. The down payment for each
product also varies. If the consumer does not want the installment period to be
too long, then the consumer will tend to choose a relatively large down payment,
but if the consumer does not really want the installment period to be too long,
the consumer will tend to choose a relatively small down payment.
Promotions also affect the sales volume of NMax
motorbikes. Kotler and Keller (2016) state that promotions are various ways to
inform, persuade and remind consumers directly about a product or brand being sold. In promoting their
products, dealers make more use of
automotive exhibitions. Within a year, the Yamaha Putera Agung dealer holds exhibitions four times. The
low frequency of exhibitions caused sales of NMax motorbikes to decline in
2017. Effective promotion will be very influential in increasing the sales
volume of these motorbikes.
Yamaha Putera Agung is a Yamaha brand motorbike dealer located in the Ciganjur area, South
Jakarta. One of the flagship products from this dealer is the NMax motorbike. Yamaha Putera Agung has several
competitors, both from fellow Yamaha dealers
and competitors from other products which can affect the sales volume of
its products.
The aim of this research is to analyze the influence of
product, price, distribution and promotion on the sales volume of NMax
motorbikes at the Yamaha Putera Agung dealer, South Jakarta. This research aims
to understand the extent to which each factor contributes to the level of sales
of NMax motorbikes, so that it can provide deeper insight for dealers in
optimizing marketing strategies and improving sales performance.
RESEARCH
METHODS
Object of research
POPULATION AND SAMPLE
Population
According to Sugiyono (2014) population is a
generalized area consisting of objects or subjects that have certain qualities and
characteristics determined by researchers to be studied and then conclusions
drawn. The population in this study is an unknown number of dealers in South Jakarta by taking 1 dealer
sample.
Sample
The sample is part of the number and characteristics
of the population. If the population is large, and it is impossible for
research to study everything in the population, for example limited funds,
energy and time, then research can use samples taken from that population (Sugiyono, 2008). The population in this study is unknown.
According to Wubisono in Ridwan and Akdon (2013), the formula for calculating
samples for an unknown population is as follows:
In this way, the researcher is confident with a 95%
confidence level that a sample size of 96.04
RESULTS
AND DISCUSSION
Description of Research Data
The data used in this research is secondary data.
Secondary data is
data obtained directly from original sources (without intermediaries) in the
form of sales volume data records that are available to dealers which are adapted to needs that were not previously
published. The object of this research is the sales volume of NMax motorbikes
at the Yamaha Putera Agung dealer,
South Jakarta, which is influenced by price, product, distribution channels and
promotions, where in the previous chapter it was explained that product and
promotion variables were assumed not to influence the dependent variable,
namely sales volume. Therefore, in this research there are two independent
variables that influence the dependent variable, namely price variables and
distribution channels.
In this research, the price variable explained in the
previous chapter has a proxy for down payment and installment period. The down payment represents a
price variable where in the sale of NMax motorbikes the sales system carried
out by the dealer is an installment
sales type. The dealer sets the price
on a predetermined down payment. To determine the price for the down payment,
it will also depend on the installment period.
In the distribution channel variable explained in the
previous chapter, it has a proxy for the number of leases involved in the sale
of NMax motorbikes. Where the role of leasing is as a provider of capital and
products so that sales continue.
Normality test
Based on the table above, the Kolmogorov
� Smirnov Test above can be seen that the unstandardized residual
Kolmogorov Asymptotic significance (2-tailed ) value is 0.200 is greater than 0.05
(0.200>0.05) so it can be concluded that the data in the research variables
above are normally distributed.
F
test
Based on the table above, it can be seen that the calculated F value >
F table is 102.205 > 2.70 and the significant value is 0.000 < 0.05, so Ho is rejected and Ha is
accepted, namely that the variables for down payment, installment period and leasing amount are simultaneous or
together. Has a significant effect on the sales volume variable, and it can be concluded that the
regression model in this research is acceptable and valid enough to be used as
an analytical tool for research because the sign value is 0.000 < 0.05.
Coefficient of Determination
Test (R2)
In the table above, the correlation coefficient (R) value is 0.873, which
means that there is a very strong correlation between the down payment variables, installment period and leasing amount
on sales volume. The value of the adjusted
coefficient of determination (adjusted
R2) is 0.754 or 75.4%, which means that the independent variables can
explain changes in the sales volume variable of 75.4% while the remaining 24.6%
is explained by other factors outside this research.
Multiple Linear Regression
Analysis
Based on the table above, it can be said that the linear
regression line equation is expressed as follows:
l nVP
= 10.016 + l n -1.425
UM + l n -0.785 M C + l n 0.586 L
Information:
VP = Sales Volume
UM� = Down Payment
M C� = Installment Period
L ��� = Leasing
The
analysis of the linear regression equation above is as follows:
1.
Down
payments have a regression coefficient of -1.425, meaning that the down payment
variable has a negative effect on sales volume. If the down payment variable is
reduced by 1%, then sales volume will increase by 1.4 % . Ceteris paribus.
2.
The installment period has a regression coefficient of -0.785,
meaning that the installment period variable has a negative effect on sales volume.
If the installment period variable is reduced by 1%, then sales volume will increase by 0.8 %. Ceteris paribus.
3.
Jumah
Leasing has a regression coefficient of 0.586, meaning that the Jumah Leasing
variable has a positive effect on sales volume. If the Leasing Amount variable
is increased by 1%, then the sales volume will also increase by 0.6 %. Ceteris paribus.
Hypothesis Test (t Test)
From the table it can be concluded that:
a. down payment variable has a
calculated t value of -3.158, with a significance value of 0.02 < 0.05 and
has a negative beta value, which means that in this study the down payment
variable has a negative and significant
effect at α = 95% on
sales volume .
b. period variable has a calculated t
value of -1.739 with a significance value of 0.085 > 0.05 and has a negative
beta value, which means that in this research the installment period variable
has a negative but
not significant effect at α = 95% on sales volume.
c. The variable number of leases
has a calculated t value of 11.756, with a significance value of 0.000 <0.05
and has a positive beta value, which means that in this study the variable
number of leases has a positive and significant effect at α = 95%
on sales volume.
CONCLUSION
Based on the
research results, it can be concluded that the down payment and installment
period have a negative and significant effect on the sales volume of NMax
motorbikes at the Yamaha Putera Agung dealer. Lowering the down payment and
shortening the installment period can increase sales. On the other hand, the
number of leases has a positive and significant effect on sales volume,
indicating that the involvement of more leases can increase sales. For
companies, it is recommended to provide more affordable down payments with
shorter installment periods. In addition, increasing cooperation with leasing
institutions can increase sales volume. For further research, it is recommended
to consider other factors and variables that can provide more varied results
and involve more theories to broaden understanding.
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