Analisis Pengaruh Perilaku Hubungan (Relationship Behavior) terhadap Kesuksesan Hubungan Bisnis Franchise di Kota Medan

Abstract

Maintaining relationship between franchisor (as the owner of a franchise) with the franchisee (as the buyer of a franchise) is something that is very crucial in creating a successful business. High cooperation, strong commitment, low level of conflict and high trust level give a great role in the relationship. The problem identification in this research are: 1) How does the impact of relationship behavior that consists of cooperation, conflict, trust and commitment towards power execution of franchisor. 2) How does the impact of relationship behavior that consists of cooperation, conflict, trust and commitment towards . the successful of franchise business relationship. 3) How does the impact of relationship behavior that concists of cooperation, conflict, trust and commitment that mediated by the power execution of franchisor towards the successful of franchise business relationship. This research is using Organization Behavior theory, interrelated of cooperation, conflict, trust and commitment, and Marketing theory specifically using Relationship Marketing Concept. The research is conducted by survey approach towards the franchise owners both local and foreign brands located in Medan City. 30 respondents are taken as the sample. The hypotheses test is using Path Analysis Method, Multiple regression analysis and descriptive analysis which is collected by depth interview with the respondents. Result outcome shows that the test altogether of cooperation, conflict, trust and commitment, have significant impacted toward power exercise with F counted 16. 618 > F table = 2. 760. Meanwhile, partially co-mmitment variable is the most dominant in influencing power exercise. Furthermore, cooperation, conflict, trust, and commitment are very influencing toward the successful of business relationship. Partially the higest path coeffisien value is trust variabel, hence trust is the most dominant variable in influencing the successful of business relationship. Than by using the exercise power as the intervening variable in path analysis, it show that there is a role of exercise power in the success of business relationship. This research concludes that cooperation, conflict, trust and commitment have impact toward the successful relationship of the franchise (with or without mediated by exercise power), and trust is the most dominant variable that impact the successful relationship.