Client Relationship Management, Cost Perception, and Product Excellence as Drivers of Business Purchase Decisions in Dairy Distribution Sector
Abstract
Dalam menghadapi persaingan yang semakin ketat di pasar distributor Indonesia, perusahaan seperti PT Sinar Mayuri di Klungkung, Bali, perlu melakukan diferensiasi untuk mempertahankan keunggulan kompetitif. Penelitian ini menganalisis pengaruh manajemen hubungan pelanggan (CRM), persepsi biaya, dan keunggulan produk terhadap keputusan pembelian B2B untuk produk keju Prochiz. Melalui metode sampling jenuh, data dikumpulkan dari 78 pelanggan bisnis menggunakan observasi, wawancara, dan kuesioner terstruktur. Analisis kuantitatif dilakukan dengan uji validitas, reliabilitas, uji asumsi klasik, regresi linear berganda, uji-t, dan uji-F. Hasil menunjukkan bahwa CRM, persepsi biaya, dan keunggulan produk berpengaruh signifikan terhadap keputusan pembelian, baik secara parsial maupun simultan. Studi ini memberikan kontribusi penting bagi pengembangan strategi pemasaran internasional dan manajemen pemasaran, khususnya dalam memahami perilaku pembelian antar bisnis di pasar yang berkembang dan beragam.
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