Pengaruh kualitas hubungan pembeli-penjual industri terhadap keinginan pembelian berulang dengan budaya perusahaan pembeli sebagai variabel pemoderasi

Dewi, Deasy Christiana (2006) Pengaruh kualitas hubungan pembeli-penjual industri terhadap keinginan pembelian berulang dengan budaya perusahaan pembeli sebagai variabel pemoderasi. Widya Warta: Jurnal Ilmiah Universitas Katolik Widya Mandala Madiun, XXIX (01). pp. 18-34. ISSN 0854-1981

Text (Pengaruh kualitas hubungan pembeli-penjual industri terhadap keinginan pembelian berulang dengan budaya perusahaan pembeli sebagai variabel pemoderasi) 3 Deasy Christiana Dewi.pdf Download (1MB)

Abstract

This study is intended to examine the influences of buyer firms'perceptions of their relationship quality on their repurchase intention. It's important for a manager to understand the factor that create and maintain a strong marketing relationship, so there is positive consensus among buyer-seller dyads. In particular, this study examines close relationship, as opposed to pure transaction. In examining such strong relationship, the literature on relationship marketing has focused on the factors that can move such relationship from transactional interaction to long-term relationship.The literature on market orientation provider evidence that the orientation of sellers toward buyers can positive performance outcomes for sellers but this research focuses on the influence of buyer firms perceptions of their relationship quality with seller firms on repurchase intentions. Based on studies of marketing relationships, trust and commitment are consistently described as key signals of relationship quality; besides that and commitment are sometimes described as essential equal components defining the quality of the relationship. Using data collected from buyer firms in furniture industry, the study examines the influence of industrial buyer-seller relationship quality on repusrchase intentions with buer corporate culture as a moderating variable. The results suggest that the corporate culture of buyer firms may moderate the expected relationship between buyer firms' perception of relationship quality and their repurchase intentions. Some buyer firms may be more likely to reach strong relationship with seller firms as a result of a particular corporate culture. This study emphasizes the dimension of internal versus external focus in corporate culture since it seems to be particular to this study of relationship between buyer and sellers. This means that buyers with an internally focused corporate culture behave differently in relationship than those with external culture. These cultural differences influence how relationship with sellers are formed and maintained. The result of study shows that buyer's perceptions of the quality of their relationship with sellers influence repurchase intention. Besides that, relationship between buyer's perceptions of relationship quality and repurchase intention will be stronger for internally focused corporate cultures than externally focused corporate culture.

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