Abstract
The successful performance of a company selling-in one of them by building a good relationship between the company with its customers so as to be able to face global competition. This research attempts to answer the phenomenon of business on PR. Gagak Hitam Maesan Bondowoso which shows the tendency of marketing performance, especially the realization of sales below the sales target and relatively fluctuate. Developed a study formed from literature review in order to answer the business phenomenon. This research model is also based on previous research. A model has been developed and seven hypotheses have been formulated to address this research problem. The sampling technique used purposive sampling. Respondents from this study amounted to 114 respondents, where respondents were 114 samples of the owners or responsible person outlets who sell products from PR. Gagak Hitam Maesan Bondowoso. The data analysis tool used is Structural Equation Modeling (SEM) in AMOS 22 program. The results of this research data analysis show the model and research results can be received well. This study proves that distributor relationship with outlet has a direct and insignificant effect on selling-in performance. The ability of the sales force has a direct and significant impact on the selling-in performance. Corporate image has a direct and significant impact on sales-in performance. Outlet service strategy has a direct and insignificant effect on selling-in performance. Selling-in performance has a direct and insignificant influence on marketing performance. The distributor's relationship with the outlet has a direct and insignificant influence on marketing performance. Outlet service strategy has a direct and insignificant influence on marketing performance. Managerial implications and research agenda were also discussed in this study. Some limitations of research and future research agenda can be used as a reference for further researchers.
Highlights
The successful performance of a company selling-in one of them by building a good relationship between the company with its customers so as to be able to face global competition
This study proves that distributor relationship with outlet has a direct and insignificant effect on selling-in performance
[8] Gamaliel, Fredrich, (2004), “ Analisis Faktor-faktor yang Mempengaruhi Keberhasilan Kinerja Selling-in terhadap Peningkatan Kinerja Pemasaran, Jurnal Sains Pemasaran Indonesia, Vol III, Nomor 2, September 2004, p
Summary
Perkembangan dunia usaha yang begitu cepat merupakan sebuah tantangan yang harus dihadapi oleh perusahaan, dimana tidak hanya strategi untuk dapat mempertahankan diri dari keadaan tertentu melainkan harus mampu memiliki keunggulan bersaing terhadap kompetitor produk sejenis. Rokok kretek bermerek dagang “Gagak Hitam” merupakan rokok yang sebenarnya diminati oleh konsumen, tetapi ada beberapa permasalahan yang membuat rokok tersebut mengalami penurunan penjualan. Kondisi ini tentu tidak dapat diabaikan oleh pihak manajemen karena dari kondisi tersebut juga berhubungan dengan kinerja distribusi selling-in yang telah dicapai. Faktor yang paling berpengaruh terhadap kinerja selling-in adalah hubungan dengan outlet. Selling-in dipengaruhi oleh beberapa faktor, yaitu strategi pelayanan outlet, hubungan dengan outlet dan citra perusahaan [3]. Selling-in dipengaruhi oleh kemampuan tenaga pemasar, strategi pelayanan outlet dan hubungan dengan outlet. Faktor yang paling berpengaruh terhadap kinerja selling-in adalah kemampuan tenaga pemasar [4]. Gagak Hitam yaitu faktor-faktor seperti hubungan distributor terhadap outlet, kemampuan tenaga pemasaran, citra perusahaan dan strategi pelayanan outlet merupakan variabel-variabel yang mempengaruhi kinerja distribusi selling-in serta relevansinya terhadap peningkatan kinerja pemasaran. Tujuan penelitian ini adalah untuk menganalisis pengaruh hubungan distributor dengan outlet terhadap distribusi selling-in, pengaruh kemampuan tenaga pemasaran terhadap distribusi selling-in, pengaruh citra perusahaan terhadap distribusi sellingin, pengaruh strategi pelayanan outlet terhadap distribusi selling-in dan pengaruh kinerja distribusi selling-in terhadap kinerja pemasaran serta pengaruh hubungan distributor dengan outlet terhadap kinerja pemasaran, pengaruh strategi pelayanan outlet terhadap kinerja pemasaran
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