Pengaruh Supply Chain Drivers (Cost Reduction dan Growth) terhadap Partnership in Marketing and Sales Performance

Abstract

This study aims to determine the effect of supply chain drivers, namely cost reduction and growth on partnership in marketing and sales as well as marketing and sales performance in the food and beverage manufacturing industry in Indonesia. This research uses quantitative methods with PLS-SEM analysis techniques. The population used in this study are managers who work in food and beverage manufacturing companies who are members of Indonesian Production and Operations Management Society (IPOMS), totaling 711 managers. The sampling technique uses random sampling with a total of 70 samples and data obtained by 50 respondents. The results of this study indicate that cost reduction does not affect partnership, but directly performance. Meanwhile, growth affects partnership and performance. Partnership has a direct effect on marketing and sales performance, furthermore, partnership is also proven to mediate the effect of growth on performance, but is not proven to mediate the effect of cost reduction on performance. The results of this study show that it is important for companies to implement cost reduction and maintain growth, in order to open opportunities for partnership with other companies, especially in marketing and sales division which in turn can improve marketing and sales performance within the company.