ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI COLLABORATIVE EXCHANGES UNTUK MENINGKATKAN KINERJA KEMAMPULABAAN (Stu.di Kasus pada Industri Tekstil di Wilayah Eks Karesidenan Semarang)

Abstract

Relationship marketing can be observed as enough basic correction for the marketing practice that is more emphasizing to single transaction principle, relationship marketing concept is emphasizing on the important good relationship in a long term with the relations and marketing infrastructure and organization structurally, the realization is concreted in relationship forms and entirely commitment. Good marketing relationship with material production supplies company and distributor company or international marketing relation company become very important main chain. It is predicted that to begin relationship with the new relations is needed cost from five until fifteen times, if it's compared with keeping relationship with the old relations. Collaborative exchanges as company strategy that has export orientation to appreciate relationship marketing concept because it is believed as an escort concept relationship in a long term that is : environment factor, purpose suitability, tasted value, trust, and commitment which are needed to keep carrying out the relationship marketing. By collaborative exchanges which is more increasing, it will increase the income, the benefit and the competitive advantage for the company also to encourage the increasing of profitability cooperation. The sort of effort that is become in this observation object is textile industry, so the problem that is developed in this observation is how the influence of environment factor, purpose suitability, trust, and. commitment for the profitability cooperation to the textile industrial exporter company in ex Karisidenan Semarang area and the surroundings. The metode examination is held by confirmatory factor analysis and model, using analysis instrument Structural Equation Modeling ( SEM) at AMOS 4.01 programmed for 100 respondents that are manager (main director) of textile industrial exporter company which is located in ex Karisidenan Semarang area and the surroundings. The observation model which is developed in this observation is consisted of six variables that is environment factor, purpose suitability, trust, commitment, collaborative exchanges, also profitability cooperation, with five hypotheses that will be examined. The result of data analysis shows that all proposed hypotheses are all proved, so that it can be concludes that environment factor, purpose suitability, trust, commitment have positive influences for collaborative exchanges, and also collaborative exchanges have positive influences for the profitability cooperation. The result of measurement has fulfilled the criteria of Goodness of Fit : square = 144,624 ; Probability = 0,099 ; CMIN/DF = 1.166 ; A.GFI = 0,817 ; GFI = 0,867 ; TLI = 0,986 ; CFI = 0,989 and RMSE = 0,041. The observation also relates with the result of observation with theoretical implication and policy implication for the management of textile industrial exporter company winch are explained in the conclusion part. The observation restriction and the next agenda observation can be referred to the next observers.