PENGARUH STORE IMAGE, PRODUCT QUALITY DAN CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP BRAND IMAGE SERTA IMPLIKASINYA PADA KEPUTUSAN KEMITRAAN LAMPU LED IN-LITE DI JAKARTA

WIJAYA, DIAN (2021) PENGARUH STORE IMAGE, PRODUCT QUALITY DAN CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP BRAND IMAGE SERTA IMPLIKASINYA PADA KEPUTUSAN KEMITRAAN LAMPU LED IN-LITE DI JAKARTA. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The dynamics of the LED lighting business competition with various benefits, uniqueness compared to other conventional lamps, including the physical design of the lamp, a more durable service life of up to 50,000 hours, brighter, more energy-efficient than 50% compared to other types, safe for the environment freely hazardous mercury. All of the indicators above are a factor in the increasing growth of brands, manufacturers, principals, distributors of LED lights, especially in the retail sector, especially Business to business (B2B) between producers, principals, and distributors to stores to increase the number of marketing partner stores (active store numbers). The problem is the research is the decreasing number of PT Suryamas Lumisindo's marketing partner stores with the In-Lite LED brand, "Do the factors, store image, product quality, partnership relationship management effect on brand image and have implications for Partnership decisions." The samples taken in this study were 165 retail store owners (trade sales) with direct questionnaires. The analytical tool in this research is Structural Equation Modeling (SEM) - Partial Least Square (PLS). The results showed that store image has a positive and significant effect on the brand image with a t-value of 3.333, the product quality variable has a positive and significant effect on a brand image with a t-value of 2.722, the customer relationship management variable has a positive and significant effect on brand image. . Furthermore, it was found that store image has a positive and significant effect on partnership decisions with a t-value of 2.353, product quality variable has a positive and significant effect on partnership decisions with a t-value of 3.066, customer relationship management variables have a positive and significant effect on partnership decisions with the t-value is 2.245 while the brand image variable has a positive and significant effect on the partnership decision with a t-value of 3.807. Keywords: Store image, Product quality, Customer relationship management, Brand image, Partnership decision. Dinamika persaingan bisnis lampu LED dengan beragam benefit, keunikan dibanding lampu konvensional lainnya diantaranya, desain fisik lampu, usia pakai yang lebih tahan lama sampai dengan 50.000 jam, lebih terang, lebih hemat daya listrik lebih dari 50% dibanding jenis, aman bagi lingkungan dengan bebas bahan merkuri berbahaya. Semua indikator diatas, menjadi faktor meningkatnya pertumbuhan brand, produsen, principle, distributor lampu LED terutama pada sektor retail khususnya Business to business (B2B) antara produsen, principle, dan distributor kepada pihak toko untuk meningkatkan jumlah toko mitra pemasaran (active store numbers). Adapun permasalahan dalam penelitian dengan menurunnya jumlah toko mitra pemasaran PT Suryamas Lumisindo dengan merek In-Lite LED, “Apakah faktor-faktor, citra toko (store image), kualitas produk (product quality), manajemen hubungan kemitraan (customer relationship management) berpengaruh terhadap citra merek (brand image) dan berimplikasi kepada keputusan Kemitraan (partnership decision).” Sampel yang diambil dalam penelitian ini adalah sebanyak 165 orang pemilik toko retail (trade sales) dengan penyebaran kuisioner langsung. Alat analisis dalam penelitian ini adalah Structural Equation Modeling (SEM) - Partial Least Square (PLS). Hasil penelitian didapatkan bahwa store image berpengaruh positif dan signifikan terhadap brand image dengan nilai t-value sebesar 3,333, variabel product quality berpengaruh positif dan signifikan terhadap brand image dengan nilai t-value sebesar 2,722, variabel customer relationship management berpengaruh positif dan signifikan terhadap brand image. Selanjutnya didapatkan bahwa store image berpengaruh positif dan signifikan terhadap partnership decision dengan nilai t-value sebesar 2,353, variabel product quality berpengaruh positif dan signifikan terhadap partnership decision dengan nilai t-value sebesar 3,066, variabel customer relationship management berpengaruh positif dan signifikan terhadap partnership decision dengan nilai t-value sebesar 2,245 sedangkan variabel brand image berpengaruh positif dan signifikan terhadap partnership decision dengan nilai t-value sebesar 3,807. Kata Kunci : Store image, Product quality, Customer relationship management, Brand image, Partnership decision.

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