PENGARUH PEMASARAN KERELASIAN TERHADAP KEUNGGULAN BERSAING UNIT BISNIS CARGO PT GARUDA INDONESIA

Penulis

  • Sandriana Marina Sekolah Tinggi Manajemen Transportasi Trisakti
  • Hanifah Hanifah Sekolah Tinggi Manajemen Transportasi Trisakti
  • Lira Agusinta Sekolah Tinggi Manajemen Transportasi Trisakti

DOI:

https://doi.org/10.54324/j.mtl.v4i3.166

Kata Kunci:

relationship marketing, competitive advantage, freight forwarding

Abstrak

This study aims to determine the effect of marketing relationship on competitive advantage in Cargo Business Unit PT Garuda Indonesia. The research method used was descriptive verification with data analysis using simple linear regression. Primary data was collected through a survey of forty questionnaires distributed directly and online to the customers which is freight forwarding companies operating in the Soewarna Office and Warehousing Area, Soekarno Hatta Airport, Jakarta. The result of this research shows that the relationship marketing effects positive and significant to the competitive advantage of Cargo Business Unit PT Garuda Indonesia. Competitive advantage not only influenced by relationship marketing but influenced by other factors for further research. The results of this study suggest extending unit analysis to studying competitive advantage.

Referensi

Assael, H. (1998). Consumer Behavior and Marketing Action. 6 th edition. New. York : International Thomson Publishing.

Basu Swastha Dharmmesta dan T. Hani Handoko.(2000). Manajemen Pemasaran, Analisa Perilaku Konsumen. Yogyakarta. BPFE. Yogyakarta.

Berry LL and A. Parasuraman, (1991). Marketing services: Competing through quality. New York : The Free Press.

Gharehbashloni, Razieh and Seify, Mohsen. (2014). Investigating the Effect of Relationship Marketing on Competitive Advantage: Isfahan’s REFAH Chain Stores. International Journal of Academic Research in Business and Social Sciences. February 2014, Vol. 4, No. 2. ISSN: 2222-6990.

Gummesson, Evert. (1997). Relationship marketing as a paradigm shift: Some conclusions from the 30R aprroach. Management decision. 34/4.267.

Gronroos, Christian. (2000). Service management and marketing: A customer relationship management approach. Chichester: John Wiley.

IATA Ground Operation Manual – IGOM. Edisi 3. 2014.

INACA Annual Report 2015, versi web

Kandampully, Jay dan Duddy, Ria, (1999). Competitive advantage through anticipation, innovation and relationships. Management Decision. Vol. 37 ISSN 1 pp. 51 – 56.

Kertajaya Hermawan. (1999). Marketing Plus 2000. Siasat memenangkan persaingan global. PT Gramedia, Jakarta.

Kotler, Philip. (2000). Marketing management: Analysis, planning, lmplementation and control. l0th Edition Chicago lllinois : PrenticeHall.

McKinsey Global Institute. (2012). Perekonomian Nusantara: Menggali Potensi Terpendam Indonesia.

Morgan, Robert M., & Shelby D. Hunt. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, vol. 58, no. 3, pp. 20-38.

Natalia, Gatot Yudoko. (2012). Pembangunan Model Konseptual Daya Saing Penyedia Jasa Angkut Peti Kemas Rute Bandung-Jakarta dengan Pendekatan Grounded Theory. Journal SBM ITB. Volume 11 Number 2.

Ndubisi, N.O. (2007). Relationship marketing and customer loyalty. Marketing Intelligence and Planning. vol. 25, no. 1, pp. 98-106. Retrieved 2007, from ABI/INFORM (Proquest) database.

Noe, Raymond, et al. (2003). Human Resources Management: Gaining A Competitive Advantage. New York. Mc Graw-Hill.

Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 70(4), 136-153. doi: doi:10.1509/jmkg.70.4.136.

Porter, Michael, E. (2008). Strategi Bersaing (Competitive Strategy). Tangerang : Karisma publishing grup.

Senge, Peter. (2000). School That Learn A Fifth Dicipline: Fieldbook for educator, Parent, Everyone Who Care About Education. New York. Doubleday Dell Publishing.

Sevilla, Consuelo G. et. al (2007). Research Methods. Rex Printing Company. Quezon City.

Sheth, Jangdish N., & Atul, Parvatiyar. (2000). Handbook of relationship marketing. London: Sage Publications, Inc.

Stan Rapp dan Thomas L. Collins. (1987). Beyond Maxi Marketing, The New Direction in Promotion, Advertising and Marketing Strategy. Mc. Grow Hill. International Edition.

Yonghwa Park, Jung Kyu Choi, Anming Zhang. (2009). Evaluating competitiveness of air cargo express services. Transportation Research. Part E 45 (2009) 321–334.

Unduhan

Diterbitkan

2018-01-31

Terbitan

Vol 4 No 3 (2017): NOVEMBER

Bagian

Articles

Lisensi

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).