PENGARUH STRATEGI ROUTE TO MARKET DENGAN PENDEKATAN TRADE MARKETING TERHADAP PENJUALAN PRODUK NAMINORI DI KALANGAN RETAILER: STUDI KASUS PADA DISTRIBUTOR BINTANG MAJU (TA.15.26.038)

MARLINA, ARISMA SITI (2026) PENGARUH STRATEGI ROUTE TO MARKET DENGAN PENDEKATAN TRADE MARKETING TERHADAP PENJUALAN PRODUK NAMINORI DI KALANGAN RETAILER: STUDI KASUS PADA DISTRIBUTOR BINTANG MAJU (TA.15.26.038). Sarjana thesis, UNIVERSITAS LOGISTIK DAN BISNIS INTERNASIONAL.

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Abstract

ABSTRAK Industri Fast-Moving Consumer Goods (FMCG) Indonesia menghadapi persaingan distribusi yang semakin ketat, terutama di tingkat toko tradisional untuk merek baru seperti Naminori. Metode distribusi yang cenderung pasif, dan ketidakpastian repeat order, Distributor Bintang Maju melihat perbedaan besar antara target penjualan dan realisasi penjualan. Tujuan penelitian ini adalah untuk mengevaluasi bagaimana strategi Route to Market (RTM) dan pendekatan Trade Marketing mempengaruhi jumlah penjualan produk Naminori. Dalam studi ini, metode pemodelan persamaan struktural yang menggunakan metode PLS-SEM, yang dibantu oleh program SmartPLS, digunakan sebagai pendekatan kuantitatif eksplanatif. Sampel penelitian terdiri dari 90 toko di wilayah Bandung Raya dan Cimahi, yang ditetapkan menggunakan rumus Slovin. Setelah dikumpulkan melalui kuesioner berskala Likert, data dianalisis untuk validitas, reliabilitas, evaluasi model pengukuran serta model struktural yang kemudian dilakukan uji hipotesis dengan metode bootstrapping. Hasil penelitian menunjukkan bahwa model dapat menjelaskan 58% varians volume penjualan (R2 Adjusted = 0,580) dengan nilai SRMR sebesar 0,037. Ini menunjukkan kualitas kesesuaian model. Hanya dua dari lima variabel independen yang berdampak positif pada volume penjualan, yaitu Frekuensi Kunjungan (path coefficient = 0,387; p-values = 0,023) dan Persepsi Harga (path coefficient = 0,379; p-values = 0,028). Studi ini menemukan bahwa, dibandingkan dengan program edukasi atau Brand awareness, keberhasilan penetrasi produk FMCG baru di kanal tradisional lebih bergantung pada eksekusi operasional lapangan dan transparansi strategi harga. Disarankan agar distributor mengoptimalkan penjadwalan kunjungan melalui sistem digital, menstabilkan persepsi harga dengan skema promo berbasis volume, serta meredesain program trade marketing menjadi lebih aplikatif dan terintegrasi dengan aktivitas penjualan langsung. Kata Kunci: FMCG, Route to Market, Trade Marketing, Volume Penjualan, PLS-SEM. vi Universitas Logistik dan Bisnis Internasional The Effect of Route to Market Strategies Using A Trade Marketing Approach On Naminori Product Sales Among Retailers: A Case Study Of Distributor Bintang Maju Arisna Siti Marlina Departement of Logistics Management, School of Logistics and Transportation, University of Logistics and Business Internasional ABSTRACT The Indonesian FMCG (Fast-Moving Consumer Goods) industry is facing increasingly intense competition in distribution, particularly in traditional retail channels for new brands such as Naminori. Due to relatively passive distribution methods and uncertainty regarding reorders, the distributor Bintang Maju has identified a significant gap between sales targets and actual sales figures. This study's goal is to assess how “Route to Market” (RTM) strategies and trade marketing approaches influence the sales volume of Naminori products In this study, the PLS-SEM technique was used., supported by the SmartPLS program, was used as an explanatory quantitative approach. The sample consisted of 90 stores in the greater Bandung and Cimahi areas, selected using the Slovin formula. Data was gathered using a Likert-scale questionnaire and then examined for validity, reliability, measurement model fit, and structural model fit. Subsequently, the bootstrapping approach was applied. With an SRMR value of 0.037, the findings show that the model accounts for 58% of the variation in sales volume (Adjusted R2 = 0.580). This indicates the model’s fit quality. Visit frequency (path coefficient = 0.387; p-values = 0.023) and price perception (path coefficient = 0.379; p-values = 0.028) were the only two of the five independent factors that positively affected sales volume. This study found that, compared to educational programs. Keywords: FMCG, Route to Market, Trade Marketing, Sales Volume, PLS-SEM.

Item Type:	Thesis (Sarjana)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	School of Logistics and Transport > Manajemen Logistik S1
Depositing User:	PKL SATU SATU
Date Deposited:	22 Jul 2026 08:06
Last Modified:	22 Jul 2026 08:06
URI:	http://eprints.ulbi.ac.id/id/eprint/4176

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