PENGARUH PERSEPSI KEADILAN PADA HUBUNGAN ANTARA DISTRIBUTOR-OUTLET TELEKOMUNIKASI SELULER TERHADAP KINERJA OUTLET

SURYA HIMAWAN
090810703
Dosen Pembimbing
Drs.Sri Gunawan,M.Com.,DBA.

ABSTRACT

The progressive declining of market share recently exerted influence for Telkomsel company to increase the performance in many sector. The marketing alliance of Telkomsel product which involved the interaction between distributor and outlet was included on it. Many decisions has been performed by Telkomsel to markedly increase the distributor and outlet productivity. Nevertheless, there were still several procedures which were seemed to be injustice by the outlet. This outlet perception of justice between distributor and outlet was predicted to be one of the major cause of the unfavorable outcome between them.
This research is aimed to determine the influence of outlet perception of procedural, distributive and interactional justice by distributor to the financial and marketing outcome of the outlet. This research is conducted in several outlets in Gresik, in which there was only one distributor that has the authority to distributing the Telkomsel products to the outlets.
The result of this research established that the outlet perception of justice have the strong correlation to the outlet productivity. In conclusion, the procedural, distributive and interactional justice are potently needed to increase the outcome in marketing alliance of Telkomsel products.

Keywords :  procedural justice, distributive justice, interactional justice, marketing outcome, financial outcome, marketing alliance.

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