THE IMPACT OF LOGISTICS PERFORMANCE ON THE SALES LEVEL An Empirical Study in Retail Sector

Abstract

The aim of this research is to assess the impact of logistics performance on retail sector. This research was conducted in Palu in Central Sulawesi Province. There are several indicators involve in this study, such as, customer service, operation metric, and logistics cost. This research is categorized as explanatory research and multiple regression method was used to analyze the hypotheses. Simultaneously, this research found that logistics performance has significant contribution to sales level. However, customer service has not had positive contribution to sales level compare to operation metric and logistics cost. In addition, logistics cost has big impact on the sales level of retail groceries. The result of this research can be used by academicians and professionals who intent to deal with logistics in retail sector. This research also identifies that logistics performance need further study in different region and sector with the aim to improve the understanding of dimensions