Pengaruh Harga, Kualitas dan Kontinuitas Sayuran Selada Terhadap Loyalitas Mitra di RB Farm Hydroponic

Abstract

RB Farm Hydroponic sangat bergantung pada unit bisnis kemitraan untuk tetap mendapatkan income, namun ternyata terdapat penurunan dari loyalitas mitra dan ada mitra yang sudah tidak bekerja sama lagi dengan RB Farm. Analisis deskriptif melihat karakteristik dari mitra dan strategi alternatif, analisis regresi linear berganda melihat pengaruh dari harga, kualitas dan kontinuitas sayuran selada terhadap loyalitas mitra. Analisis finansial menentukan keadaan keuangan perusahaan sesudah strategi alternatif. Hasil regresi diketahui bahwa pengaruh dari harga, kualitas dan kontinuitas terhadap loyalitas mitra sebesar 80,6%, serta ketiga variabel independen berpengaruh secara simultan dan signifikan. Strategi alternatif RB Farm membuat perjanjian kerjasama yang terdapat didalamnya perubahan harga, kualitas dan kontinuitas. Hasil perhitungan laba rugi meningkat setelah dilakukannya strategi alternatif sebesar Rp55.950.000 dan R/C ratio menjadi 1,99. Strategi alternatif menunjukkan perlunya evaluasi strategi harga, menjaga kualitas yang konsisten, serta memastikan pasokan lancar. Penyusunan surat kerja sama juga terus dilakukan untuk memperkuat kemitraan yang berkelanjutan.

RB Farm Hydroponic relies heavily on partnership business units to continue to earn income, but it turns out that there is a decline in partner loyalty and there are partners who no longer work with RB Farm. Descriptive analysis looks at the characteristics of partners and alternative strategies, multiple linear regression analysis looks at the influence of price, quality and continuity of lettuce vegetables on partner loyalty. Financial analysis determines the financial state of the company after alternative strategies. The regression results found that the influence of price, quality and continuity on partner loyalty was 80.6%, and the three independent variables had a simultaneous and significant effect. RB Farm's alternative strategy makes a cooperation agreement that includes changes in price, quality and continuity. The result of the profit and loss calculation increased after the implementation of an alternative strategy of IDR 55,950,000 and the R/C ratio to 1.99. Alternative strategies demonstrate the need to evaluate pricing strategies, maintain consistent quality, and ensure smooth supply. The preparation of cooperation letters is also continuing to be carried out to strengthen sustainable partnerships.