Peran Distribusi Produk Sebagai Variabel Intervening Dalam Pengaruh Iklan dan Peran Salesman Terhadap Keputusan Pembelian:  Studi Kasus: Pada PT. Fastrata Buana Yogyakarta

Damardono

doi:10.59086/jam.v4i2.979

Authors

Damardono Universitas Sarjanawiyata Tamansiswa

DOI:

https://doi.org/10.59086/jam.v4i2.979

Keywords:

Iklan, Peran Salesman, Distribusi Produk, Keputusan Pembelian, Variabel Intervening

Abstract

Penelitian ini bertujuan menganalisis pengaruh iklan dan peran salesman terhadap keputusan pembelian dengan distribusi produk sebagai variabel intervening. Sampel dipilih secara purposif berdasarkan kemitraan >2 tahun dengan PT Fastrata Buana. Pendekatan kuantitatif diterapkan pada 150 pelaku usaha grosir dan ritel di Kabupaten Sleman. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS). Hasil menunjukkan peran salesman berpengaruh signifikan terhadap keputusan pembelian secara langsung (β = 0,252; p = 0,004) dan tidak langsung melalui distribusi produk (β = 0,113; p = 0,015). Distribusi produk berpengaruh langsung signifikan terhadap keputusan pembelian (β = 0,338; p = 0,001). Namun, iklan tidak berpengaruh signifikan terhadap distribusi produk (p = 0,182) maupun keputusan pembelian (p = 0,053). Temuan ini memberikan kontribusi teoretis pada model supply-demand matching di pasar FMCG lokal, sekaligus implikasi praktis bagi distributor untuk mengoptimalkan tenaga penjualan dan logistik berbasis teknologi.

This study examines the influence of advertising and the role of salesmen on purchasing decisions with product distribution as an intervening variable. A quantitative approach was applied to 150 wholesale and retail business partners of PT Fastrata Buana Yogyakarta in Sleman Regency selected purposively based on partnership duration of at least 2 years. Data were collected via questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results indicate that the role of salesmen significantly affects purchasing decisions directly (β = 0.252; p = 0.004) and indirectly through product distribution (β = 0.113; p = 0.015). Product distribution has a direct significant effect on purchasing decisions (β = 0.338; p = 0.001). However, advertising does not significantly affect product distribution (p = 0.182) or purchasing decisions (p = 0.053). Findings highlight salesmen and distribution as key drivers of purchasing decisions, while advertising requires contextual reevaluation. The findings contribute theoretically to the supply-demand matching model in local FMCG markets and offer practical implications for optimizing technology-based sales force and logistics systems.

Downloads

Download data is not yet available.

References

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T

Anderson, E. W., & Taylor, S. F. (2022). The role of salesman in enhancing customer loyalty. Journal of Marketing Research, 59(3), 45–60.

Armstrong, G., Kotler, P., & Opresnik, M. O. (2020). Marketing: An Introduction (14th (ed.)). Pearson. https://doi.org/10.4324/9780429288444

Bowersox, D. J., Closs, D. J., & Cooper, M. B. (2019). Supply Chain Logistics Management (5th (ed.)). McGraw-Hill Education. https://doi.org/10.1036/007133208X

Bowersox, D. J., Closs, D. J., & Cooper, M. B. (2020). Supply chain logistics management (6th (ed.)). McGraw-Hill Education. https://doi.org/10.1036/007133208X

Chen, L., & Kumar, V. (2024). Salespeople as Value Orchestrators. Journal of Retailing, 100(1), 112–129. https://doi.org/10.1016/j.jretai.2023.11.005

Choi, S., Kim, M., & Park, H. (2023). Digital Boundary Spanners in Omnichannel Distribution. Journal of the Academy of Marketing Science, 51(6), 1347–1365. https://doi.org/10.1007/s11747-023-00958-y

Chopra, S., & Meindl, P. (2021). Supply chain management: Strategy, planning, and operation (8th (ed.)). Pearson.

Garcia, R., & Martinez, L. (2021). Distribution Equity and Marketing Performance. Journal of Marketing, 85(4), 102–118. https://doi.org/10.1177/0022242921995201

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2017). Multivariate data analysis (8th (ed.)). Pearson.

Haryanto, A., Wijaya, S., & Setiawan, D. (2022). Cultural Barriers in Digital Advertising Adoption. Journal of Asia-Pacific Business, 23(4), 301–319. https://doi.org/10.1080/10599231.2022.2105367

Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2020). Consumer Behavior: Buying, Having, and Being. Journal of Consumer Psychology, 30(1), 166–179. https://doi.org/10.1002/jcpy.1154

Kotler, P., & Keller, K. L. (2020). Marketing Management (16th (ed.)). Pearson. https://doi.org/10.4324/9781315690006

Kumar, S., & Sharma, D. (2018). Distribution Strategy Impact on Performance. Journal of Business Research, 89, 321–330. https://doi.org/10.1016/j.jbusres.2018.02.045

Kumar, V., & Rahman, S. S. (2024). Signaling Through Distribution Channels. Industrial Marketing Management, 112, 89–101. https://doi.org/10.1016/j.indmarman.2023.10.002

Liu, Q., Zhang, R., & Wang, Y. (2024). Digital Service Triads in Distribution Networks. Journal of Operations Management, 70(1), 45–67. https://doi.org/10.1016/j.jom.2023.11.003

Lussier, R. N., & Kimball, D. C. (2020). Applied Sport Management Skills (4th (ed.)). Human Kinetics. https://doi.org/10.5040/9781718209954

Nguyen, T., & Tran, L. (2020). The role of advertising in building brand awareness for new products. Journal of Advertising Research, 60(4), 78–92. https://doi.org/10.2501/JAR-2020-025

NielsenIQ. (2022). FMCG failure rates in emerging markets. https://nielseniq.com/global/en/insights/report/2022/fmcg-failure-rates/

Shimp, T. A. (2020). Integrated Marketing Communications in Advertising and Promotion (10th (ed.)). Cengage Learning. https://doi.org/10.4324/9780429322475

Smith, J., & Johnson, M. (2020). The impact of advertising on new product introduction. Journal of Marketing Research, 57(2), 34–48.

Solomon, M. R. (2020). Consumer behavior: Buying, having, and being (13th (ed.)). Pearson.

Statista. (2023). Coffee consumption in Indonesia. https://www.statista.com/statistics/1268306/global-coffee-market-value/

Tjiptono, F. (2020). Strategi pemasaran (4th (ed.)). Andi Offset.