KEPERCAYAAN PEMBELI TERHADAP PERUSAHAAN PEMASOK DALAM HUBUNGANNYA DENGAN ANTISIPASI PEMBELIAN DIWAKTU YANG AKAN DATANG

S. Riorini
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Abstract

The appropriate strategy of buying raw malerials is the key success of business operation in every company, because the suppliers are responsible in delermining and delivering a high quality product which can satisfy the customer's needs and wants. The purpose of this re- search is to investigate the relationship between reputation and supplier's or seller's size to the buyer trust, and relationship between buyer's trust and anticipated future interaction. For analyzing data, the study uses Structural Equation Model, statistical technique which enables testing of buitd between one or several dependent variables and one or several independent variables. The research gives several implications to the suppliers policy. First, it is important for the supplers to manage customer's perception in order to maintain its reputation. Second, the size of suppliers becomes important because it can present good perception that the companies have positive value (honest, responsible, punctual, etc). Third, trustof the buyers is the key for building long-term relationship. Suggestion for next research is to add characler- isics of suppller's sales person to build full trustof the buyers, and to bring significant cultural role in creating tnrust.
买方对供应商的信任与预计在任何时候购买有关
合适的原材料购买策略是每个公司商业运作成功的关键,因为供应商有责任确定并交付高质量的产品,以满足客户的需求和愿望。本研究的目的是探讨声誉与供应商或卖家规模对买家信任的关系,以及买家信任与预期未来互动的关系。对于分析数据,本研究使用结构方程模型,这是一种统计技术,可以检验一个或几个因变量与一个或几个自变量之间的关系。该研究对供应商政策提出了几点启示。首先,重要的是供应商管理客户的看法,以保持其声誉。其次,供应商的规模变得很重要,因为它可以呈现出良好的感知,即公司具有积极的价值(诚实,负责任,准时等)。第三,买家的信任是建立长期关系的关键。建议下一步的研究是增加供应商销售人员的特征,建立买家的充分信任,并在建立信任中发挥重要的文化作用。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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