ANALISIS HUBUNGAN KAUSALITAS ANTARA KOMUNIKASI, KEPERCAYAAN, KOMITMEN, DAN KEPUASAN DALAM UPAYA MENCIPTAKAN K ETERGA NTUNGAN PRODUSEN TERHADAP PENJUAL STUD! EMPIRIS PADA PRODUSEN BARANG-BARANG KONSUMSI PUSAT PERKULAKAN PT MAKRO INDONESIA DI PEMERINTAH KOTA SEMARANG

Abstract

ABSTRACT Manohar and Narayandas (1994) stated that implementation of long¬term relationship between producer and reseller is important. Furthermore, it is stated that building and keep long-term relationship are supported with communication, trust, commitment and satisfaction. Communication is the antecedent of trust. Erin Anderson and Baron Weitz (1992) stated that two ways communication raised trust and commitment. The study examined how communication, trust, commitment, and satisfaction cause dependence between producer and reseller. Five hypotheses are developed and examined. The data were gathered from 110 respondents of the producer of consumer goods PT Makro Indonesia at Semarang. The data than was processed using Structural Equation Modelling analysis method utilizing AMOS 4.0 program. The result indicated that trust is significantly affected by communication. It also revealed that commitment is significantly affected by trust, While dependence is significantly influenced by trust. Furthermore derrldence is significantly affected by commitment, and finally dependence is significantly affected by satisfaction. The research also tries to bridge the result with theoretical and managerial implication. Managerial implication stated that Makro management should try to build of producer to Makro. By improving each variable which affects dependence, such as communication, trust, commitment and satisfaction. The research constrain and up coming research agenda, hopefully, could be useful as reference for further research.