Analisis pemasaran berbasis hubungan pt xyz dengan horeka di bogor
Daftar Isi:
- The cause of the high demand for beef is due to the increasing population and the growth of the beef processing industry, and the tourism industry (hotels and restaurants). The influence of the growth of the tourism industry which is also the influence of the increasing demand for beef occurs also in the Bogor City and Regency. This research was conducted at PT XYZ with 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. Relationship-based marketing is a concept to develop sustainable long-term relationships between sellers and buyers. The advantage that will be obtained by the seller is the repetition of the business in the form of offers of cooperation or increased sales. In communication-based marketing relationships have a crucial role. Communication requires commitment in its fulfillment, if the commitment is fulfilled, there will be trust between PT XYZ and Horeka's business partners in Bogor. So to see these aspects in a comprehensive manner it is necessary to learn how the pattern of relationships that occur so that it can facilitate formulating future business strategies. The purpose of this study is to analyze the marketing-based relationship between PT XYZ and business partners in Bogor and to measure the contribution of each aspect to the relationship-based marketing model. Data on this relationship-based marketing research was obtained from the results of interviews with PT XYZ management, as well as data from face-to-face interviews with questionnaire tools to respondents, namely PT XYZ's business partners Horeka. The sample in this study was horeka who became business partners of PT XYZ. Data was obtained by the census method on 100 horeka business partners who had made purchases at least twice in the past month in PT XYZ up to August 2018. The research method used in this study was descriptive analysis using the Top two boxes method and Structural Equation Model (SEM) with Lisrel tools. Based on the results of the descriptive analysis, it can be seen that 98 percent of the people try to promote mutually beneficial cooperation. The results of the SEM model analysis show that the patterns of linkages that occur in relationship-based marketing of PT XYZ with their business partners are not only based on financial gain alone. Because the relationship built between PT XYZ and Horeka business partners is based more on trust based on flexible business practices.