Author(s): Suparjiman, Ina Primiana, Asep Mulyana, Diana Sari
The occurrence of fluctuations in the number of partners and the amount of funds channeled by PT Telkom against its partners has illustrated the existence of problems inside the partnership. On the other hand, to be able to maintain customer loyalty and reach new customers, the company must be able to guard and maintain the company's reputation in the eyes of the public, especially customers and potential customers. This study aims to examine the influence of reputation and partnership on the loyalty of foster partners built by PT Telkom in Indonesia.
Based on this research purpose, quantitative research method that will be used is causality research. Observation time horizon is cross section/one shot, which means information or data obtain is the result of research conducted at one particular time that is in 2018. The unit of analysis in this study is Small Business (SB) who have received Corporate program Social Responsibility (CSR) from PT. Telkom Indonesia. While owners and managers of SB business become the unit of observation. The population is all Small Business (SB) built by PT Telkom throughout Indonesia. Small Business (SB) that become sample unit must have become the guidance of PT. Telkom minimum 2 (two) years. The technique of determining the sample location is using Cluster Random Sampling (CRS).
Based on the reference to the minimum sample requirement used, the sample is taken as many as 200 Small Business (SB). The samples are distributed to 7 Regional with proportional allocation based on the population in each region and taken at random (Simple Random Sampling). This analysis is to answer the research objectives, using Structural Equation Modeling (SEM).
The results showed that the reputation and partnership had a significant effect on partner loyalty. Partnerships have a greater role than reputation in enhancing partner loyalty. Partnership aspects that play the biggest role in increasing loyalty is coordination, followed by deal, commitment, trust, and partner interdependency. While the reputation aspect that plays the biggest role in increasing loyalty is customer value, followed by physical environment, corporate identity, accountable, cost, profit, image.
This finding is expected to be useful for PT Telkom's management in an effort to improve entrepreneurship education, partner loyalty through efforts to enhance partnerships supported by the recognition of a better reputation among stakeholders.