ANALISIS FAKTOR-FAKTOR PENGARUH SELLING IN YANG BERDAMPAK PADA KINERJA PEMASARAN (Study Kasus Pada PT. Mustika Ratu Distributor Semarang)

Abstract

In a competitive market, companies should be able to acvieve good performance in order to compete well against their competitors. One of the important factors determining the performance of company is the marketing performance. Marketing performance will have good fit it is supported by good selling, specially selling in. This study was intended to find out wheather relationship, company image, and salesforce capability can influence toward the selling in performance and how marketing performance can be accounted for by selling in. The method for analysis used for this study was Structural Equation Model (SEM), by which 4 hypoteses were tested. The testing of the main hypoteses showed that there was a positive relationship between, relationship, company image, salesforce capability to increase selling in performance. The selling in performance also had real effects on the performance of marketing. The computation of the model, by using the goodness of fit, showed acceptable result : x2 (Chi-Square), GFI (Goodness of Fit Index), AGFI (Adjusted Goodness of Fit Index), CFI (Comparative Fit Index), RMSEA (Root Mean Square Error of Approximation), TLI (Tucker Lewis Index), and CR (Critical Ratio). Pada pasar yang kompetitif, perusahaan dittnnut untuk dapat menghasilkan kinerja yang balk agar dapat bersaing dalam membangun kinerja pemasaran. Kinerja pemasaran akan baik apabila ditopang dengan kinerja selling in yang baik. Penelitian ini ingin menguji apakah hubungan distributor dengan outlet, citra penisahaan, dan kemampuan tenaga pemasaran berpengarah pada kinerja pemasaran serta bagaiman kinerja pemasaran dapat dijelaskan melalui selling in. Teknik analisis yang digunakan pada penelitian ini adalah Structural Equation Model (SEM), dimarta akan diuji 4 hipotesis yang telah disusun Hasil pengujian hipotesis utama menunjukan ada hubungan positif antara hubungan distributor dengan outlet, citra perusahaan, dan kemampuan tenaga pemasaran terhadap selling in. Demikian pula selling in secara nyata mempengaruhi kinerja pemasaran. Hasil komputasi untuk menguji model menunjukan hasil yang dapat diterima dengan menggunakan goodness of fit yaitu : x2 (Chi-Square), GFI (Goodness of Fit Index), AGFI (Adjusted Goodness of Fit Index), CFI (Comparative Fit Index), RMSEA (Root Mean Square Error of Approximation), TLI (Tucker Lewis Index), and CR (Critical Ratio).