Logistic Service Quality Assessment Distributor PT. Unilever, Tbk.

Zulkarnain, Ferdinand, Dr. Fahmy Radhi, M.B.A.

2007 | Skripsi | S1 Extention - Management

Berkembangnya usaha ritel yang semakin pesat dengan mendekat kepada pemukiman penduduk menyebabkan tingginya tingkat persaingan distributor pemasok produk ke ritel, sehingga memerlukan keunggulan bersaing untuk memenangkan persaingan tersebut. Hal ini berkaitan dengan rantai pasokan yang efektif dan efisien. Perbaikan kualitas layanan yang diberikan oleh distributor kepada pihak ritel adalah salah satu cara dalam mempertahankan keunggulan bersaing. Bagi para pengusaha ritel, kualitas layanan distributor juga dapat menjadi pertimbangan dalam kelanjutannya menjadi saluran rantai pasokan.


Penelitian ini menekankan pada aspek penilaian pengusaha ritel terhadap distributornya dengan menggunakan pedoman penilaian Logistic Service Quality (LSQ) yang telah dikembangkan oleh Mentzer (1999), guna mengetahui apakah terdapat gap kualitas (gap ke-5) antara perceived dan expected logistic service quality, sehingga pihak ritel dapat menjadikan hasil penelitian ini sebagai acuan dalam mempertimbangkan kembali rantai pasokannya. Penelitian ini dilakukan dengan mengambil sample sebanyak 60 ritel di masing-masing wilayah Jogjakarta dan Sleman, dengan alasan bahwa kedua wilayah tersebut merupakan daerah dengan kepadatan penduduk yang tinggi serta heterogen. Implikasinya, ritel yang tersebar di wilayah tersebut juga lebih banyak dibandingkan dengan wilayah dengan tingkat populasi penduduk yang sedikit. Hasil penelitian ini menunjukkan bahwa terdapat gap yang relative kecil antara harapan konsumen atas pelayanan jasa yang diberikan oleh pihak distributor, dengan kenyataan yang diterima. Dengan kata lain, pelayanan jasa yang diberikan oleh distributor kepada konsumen nya (ritel) tidaklah terlalu timpang antara harapan dan kenyataan yang diterima. Kata Kunci: ritel, distributor, supply chain, keunggulan bersaing, logistic service quality, kualitas dan gap

Rapid growth of retail industry makes high competition of product supplier or distributor to the retail industry. By that term, the distributor of product or supplier needs to react fast to win the competitive advantage among them selves. This competitive advantage is highly closed term with the effective and efficient of supply chain. Improvement of service quality given by the distributor to the retailer entrepreneurs is just one way to maintain the competitive advantage they have. For the retail entrepreneurs, quality of service given by their distributors could also be their concern to maintain whether they will keep their distributor or not as part of their supply chain. The purpose of this research is to assess retailer entrepreneur's opinion about their distributors service quality, using Logistic Service Quality assessment as guide line, to know whether there is gap quality or not (especially gap 5) between service quality they want and they got from their distributors. Another implication of this research purpose is as reference for retailer entrepreneurs to re-consider their supply chain member. This research took 60 retailer entrepreneurs from Jogjakarta and Sleman, each, as sample. The reason why this research took those 2 places is, because Jogjakarta and Sleman is a region with highly diversity and heterogenic population. The implication of high diversity and heterogenic population is many retail store scatter around the region, which is ideal to conduct a research supporting the topic. The result of this research is indicating that there is a slight different of quality or gap quality between service quality they want and service quality they got from their distributors. In another word, the service quality given by the distributors to the retailer entrepreneurs is not too unbalanced between their expectations of service they want from their distributors. Keyword: retail industry, distributor, competitive advantage, supply chain, quality, logistic service quality, and gap

Kata Kunci : Logistic Service; Service Quality Assesment; Distributor; Unilever, Retail