Abstract:
This study aimed to examine the effect of service marketing mix on sales performance. To
achieve the objectives of the study and the researcher was used an explanatory research design
to examine the independent variable and the dependent variable. Descriptive research design, on
the other hand, was used to address the what, how, and why in order to describe a population
with respect to important variables. Seven marketing mix variables were explored regarding
their relationship with sales performance. The seven key factors are product, price, promotion,
placement, people, process, and physical evidence. A self-administered survey was utilized to
gather the data, and 151 participants participated in this study. Pearson correlation analysis
and linear regression analysis were used to analyze the association and the relationships
between the dependent and independent variables. Therefore, the Model Summary result, R =
0.7693 indicates the multiple correlation coefficient values, which exhibit a high degree of
predictive accuracy. The R2 = 0.7754 implies that 77.5% of the variation in the dependent
variable (sales performance) is explained by the independent variables (Product, Price, Place,
Promotion, People, Process, Physical Evidence) but the remain 22.5 % were explained by others
variables those not included under the current study. Table 4.14 also summarize the results of the
Coefficients show that price, physical evidence are statistically significant. Meanwhile product (), place,
promotion, people and process are significant and product is insignificant with positive relationship.
Thus, this implies that there is a insignificant relationship between the predictor variables (product) and
the dependent variable (sales performance). Findings from this study indicated that except product,
all the predictor’s variables have a significant relationship with sales performance. Therefore,
according to this study, price and physical evidence directly affected the sales performance of
the insurance company in this study.
