ANALISIS KAPABILITAS OPERASIONAL DAN HUBUNGANNYA DENGAN PEMBENTUKAN INTENSITAS PEMBELIAN (STUDI KASUS PADA DEALER SEPEDA MOTOR BEIJING KOTA SEMARANG)

Abstract

Abstract In this sharp competition, we need a strategy based on operational capability in order to achieve the competitive superiority. Therefore, this observation tries to comprehend the recently competition between motorcycle industry which has lower market share if it is compared with their mayor competitor. It is occurred in Beijing motorcycle dealer ini Semarang. This dealer has tried optimally in building their operational capability, yet its purchasing intensity from this kind of motorcycle is still low, so it's needed studi on the relation between operational capability (technology, human resources, process), quality service, satisfaction and purchasing intensity. The test of this design is using analysis instrument of Structural Equation Modeling (SEM) on AMOS 4.0 Program on 100 respondents which owns Beijing motorcycle, and ever repair and replace spare part (1) on Beijing motorcycle dealer in Semarang, it can be verified that there is relation between operational capability, quality service, satisfaction and the purchasing intensity, with two additional notes (1) that the process of capability business is the most important capability in creating quality service, (2) technological innovation must be increased in order to increase the purchasing intensity of Beijing motorcycle. ABSTRAKSI Dalam persaingan yang semakin tajam, dibutuhkan strategi berdasarkan kapabilitas operasional dalam upaya meraih keunggulan bersaing. Oleh karena itu , penelitian ini mencoba berupaya memahami persaingan industri sepeda motor Cina yang saat ini mempunyai pangsa pasar yang rendah dibandingkan dengan pesaing utama, seperti yang dialami dealer sepeda motor Beijing Kota Semarang. Dealer telah berupaya optimal dalam membangun kapabilitas operasionalnya namun intensitas pembelian sepeda motor Beijing masih rendah, sehingga perlu dilakukan kajian terhadap model hubungan antara kapabilitas operasional (teknologi, sumber daya manusia, proses ), kualitas pelayanan, kepuasan konsumen dan intensitas pembelian. Pengujian model dengan menggunakan alat analisis Structural Equation Modeling (SEM) pada program AMOS 4.0 terhadap 100 responden pemilik sepeda motor Beijing yang pernah melakukan kegiatan perbaikan dan penggantian suku cadang dapat dibuktikan bahwa terdapat hubungan antara kapabilitas operasional, kualitas pelayanan, kepuasan konsumen dan intensitas pembelian, dengan dua catatan (1) kapabilitas proses bisnis merupakan kapabilitas yang paling penting dalam menciptakan kualitas pelayanan, (2) inovasi teknologikal harus lebih ditingkatkan dalam upaya meningkatkan intensitas pembelian sepeda motor Beijing.