Analisis Pemasaran Berbasis Hubungan PT. XYZ Dengan Horeka Di Bogor

• Main Authors: Rangga Jayanti Rantetoding, Budi Suharjo, Lilik Noor Yuliati
• Format: Article
• Language: Indonesian
• Published: Telkom University 2019-12-01
• Series: Jurnal Manajemen Indonesia
• Subjects: commitment; cooperation; relationship marketing; trust
• Online Access: https://journals.telkomuniversity.ac.id/ijm/article/view/2414

The influence of the growth of tourism industry which affected the increasing demand for beef also occurs in Bogor City and Regency. This research was conducted at PT XYZ with their business partners Horeka in Bogor. The relationship between PT XYZ and 100 business partners in Bogor is a marketing relationship between suppliers and suppliers, in which PT XYZ acts as a supplier and company as a product distributor to end consumers. The purpose of this study was to analyze relationship-based marketing between PT XYZ and Horeka business partners in the city of Bogor. Data was obtained by the census method on 100 Horeka business partners who had made purchases at least twice in the past month at PT XYZ until August 2018. The research methodin this study was descriptive analysis using the Top two boxes method and Structural Equation Model (SEM) with Lisrel tools. Based on the results of descriptive analysis, it can be seen that 98 percent of people try to promote mutually beneficial cooperation. The results of the SEM model analysis show that the pattern of linkages that occur in relationship-based marketing of PT XYZ with business partners is not only based on mere financial benefits. The relationship that was built between PT XYZ and Horeka business partners was based more on trust based on flexible business practices.