PENGARUH STRATEGI PELAYANAN OUTLET TERHADAP KINERJA PEMASARAN PADA PT SARI AYU INDONESIA CABANG SEMARANG

Abstract

ABSTRACT In a competitive market, companies should be able to achieve good performances 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 if it is suported by good selling, both selling-in and selling-out. This study was intended to find out whether the strategy for managing the outlets can influence toward the sales performance and how marketing performance can be accounted for by selling-in and selling-out instruments. The method for analyses used for this study was Structural Equation Model (SEM), by which 10 hyphoteses were tested. The testing of the main hyphoteses showed that there was a positive relationship between the strategy for managing outlet and the performances of selling-in.The selling-out performance also had real effects on the performances of marketing. The computation of the Model, by using the goodness of fit, showed acceptable result: 2e (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), dan CR (Critical Ratio). ABSTRAKSI Pada pasar yang kompetitif, perusahaan dituntut untuk dapat menghasilkan kinerja yang baik agar dapat bersaing melawan kompetitornya. Salah satu faktor yang berperan kinerja perusahaan adalah kinerj a pemasaran akan baik apabila ditopang dengan kinerja selling-in dan selling-out nya dengan baik. Penelitian ini ingin manajemen pelayanan outlet penjualan serta bagaimana menguji apakah strategi berpengaruh pada kinerja kinerja pemasaran dapat Structural Equation Model, dimana akan diuji 10 hipotesis yang telah disusun. Hasil pengujian hipotesis utama menunjukkan bahwa ada hubungan positif antara strategi pelayanan outlet terhadap kinerja selling-in. Demikian pula bahwa kinerja selling-out secara nyata berpengaruh terhadap kinerja pemasaran. Hasil komputasi untuk pengujian model menunjukkan 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), dan CR (Critical Ratio).