Pengaruh kepercayaan dan komitmen relational terhadap orientasi jangka panjang antara pt xyz dan saluran distribusinya

Competition in the motor-vehicles tire industry especially tires for passenger cars is increasing. In the last two years there was a drop in sales and production of car tires. The decline in the market not only for automobile manufacturers market but also includes the segment of replacement market and export sales. Sales to the segment of replacement market require commitment, trust and mutually beneficial cooperation with members of the distribution channel in the marketing and selling the company's products. Therefore, the development of relationship marketing has been made in line with the age of the company. The purpose of this study are (1) to know perceptions of retail shops on PT XYZ's long-term relationship with its distribution channel, (2) evaluating the impact of the market environment on the trust to manufacturer and influence of the manufacturer's performance on relational commitment, (3) evaluating the effect of trust on relational commitment, and (4) evaluating the influence of trust and relational commitment to long-term orientation in PT XYZ's relationship with its distribution channel. This study is involving 33 retail shops or non-authorized tire shops and has relationship more than thirteen years average. The collection of primary data obtained through a questionnaire designed with closed questions with 5-point Likert scale to determine the respondents' perceptions. The analysis tool used is a method of structural equation model (SEM) with basis of partial least square (PLS-SEM) and processed using software SmartPLS ver. 2.0 M3. In general, perception from respondents against market environment is unfavorable. This indicates that respondents are entirely not sure of the market conditions faced primarily to assess the condition or to predict market conditions. Respondents' perceptions of distributor’ trust is very good, respondents are very confident that the company has a good reputation in the market and as a large company, while the manufacturing willingness to make changes as desired retailer still low. Respondents' perceptions of statements related to manufacturing performance is not entirely good (positive), where there are two statements that received a negative response from the respondent. Manufacturing performance is rated as good in the form of delivery, the availability, quality, product specifications and after sales services but in terms of both retail price and purchase price was not agreed by the majority of respondents. For the respondents' perceptions of relationship commitment is not entirely good (positive), where more than half provided the answer does not agree. While the assessment of long-term relationship showed an excellent response. As the result of process using SmartPLS known that there is a reflective indicator loading factor that has been under 0.50 so we need a re-estimation. All constructs have been eligible for Cronbachs alpha reliability above 0.60 and composite reliability is all above 0.70. R2 value generated from measuring the structural model shows the relationship was moderate for the market environment and distributor’ trust (0.497) and relationship between distributor’ trust and relationship commitment with long-term orientation (0.567), whereas between manufacturing performance and relationship commitment shows substantive relationship (0.99). Testing result indicates that the market environment affect positively on distributor’s trust. Most respondents considered that manufacturing had excellent integrity. Manufacturing performance has a positive relationship with the relational commitment. It is not proven that distributor’ trust has positive and significant effect on relationship commitment in carrying out a business relationship. Distributor’ trust has a positive and significant relationship to the long-term orientation, while relationship commitment has a positif but not significant impact on the long-term orientation