Studi Relationship Marketing Dalam Mempengaruhi Kualitas Kinerja PLUT-KUMKM Sebagai Pelayan Publik

Authors

Emi Habiburohmah Program Studi Magister Manajemen Fakultas Ekonomi dan Bisnis Universitas Diponegoro
Farida Indriani Program Studi Magister Manajemen Fakultas Ekonomi dan Bisnis Universitas Diponegoro

DOI:

https://doi.org/10.32670/coopetition.v13i1.1537

Keywords:

Relationship Marketing, Public Service

Abstract

Micro, Small and Medium Enterprises (MSMEs) are the largest majority of the total business population in Indonesia, which unfortunately are still experiencing various chronic problems that make MSMEs to develop and advance to class. To assist MSMEs in developing their businesses, the Ministry of Cooperatives and SMEs since 2013 has built the KUMKM Integrated Business Service Center which until 2020 has been in 71 regions throughout Indonesia. As a public servant, especially MSMEs, PLUT-KUMKM has experienced a decline in the participation of MSME assistance until 2020. The performance of PLUT-KUMKM as a public servant cannot be separated from how to maintain relationships with stakeholders in the marketing environment. This study aims to find out how PLUT-KUMKM maintains relationships with its stakeholders, how PLUT-KUMKM meets the expectations of stakeholders and how this affects the performance of public services carried out by PLUT-KUMKM. This research is a descriptive research with qualitative methods. The data was collected by interview and secondary data with the respondents being the 4 stakeholders PLUT-KUMKMThe results of this study are that there are differences in the fulfillment of expectations in maintaining the relationship between PLUT-KUMKM and stakeholderswhich results in differences in the achievement of targets and targets from one PLUT-KUMKM with other PLUT-KUMKM. The responses from each stakeholder can be used as input for efforts to improve the Management of PLUT-KUMKM from the Central and Regional levels for better distribution of Public Service Performance of PLUT-KUMKM.

Downloads

Download data is not yet available.

References

ANGGITO, A., & SETIAWAN, J. (2018). Metodologi Penelitian Kualitatif (E. D. Lestari (ed.)). CV Jejak. https://play.google.com/books/reader?id=59V8DwAAQBAJ&hl=id&pg=GBS.PA2

Caliskan, A., & Esmer, S. (2019). Does it really worth investing in relationship marketing for a port business? Case Studies on Transport Policy, 7(2), 375–383. https://doi.org/10.1016/j.cstp.2019.02.003

Darmanto, & Wardaya, S. (2016). Manajemen Pemasaran. Deepublish.

Ellirot, G., Rundle-Thiele, S., & Waller, D. (2012). Marketing. John Wiley & Sons, Ltd.

Gilboa, S., Seger-Guttmann, T., & Mimran, O. (2019). The unique role of relationship marketing in small businesses’ customer experience. Journal of Retailing and Consumer Services, 51(November 2018), 152–164. https://doi.org/10.1016/j.jretconser.2019.06.004

HAM, K. H. dan. (2009). UU Nomor 25 tahun 2009. UU No. 25 Tahun 2009, 2009(75), 31–47.

Huang, M. H. (2015). The influence of relationship marketing investments on customer gratitude in retailing. Journal of Business Research, 68(6), 1318–1323. https://doi.org/10.1016/j.jbusres.2014.12.001

Kementerian Koperasi dan UKM. (2019). Keputusan Deputi RU Nomor 7 Tahun 2019. Keputusan Deputi Bidang Restrukturisasi Usaha Nomor 7 Tahun 2019 Tentang Petunjuk Teknis Program Pusat Layanan Usaha Terpadu Koperasi, Usaha Mikro, Kecil, Dan Menengah, 110(9), 1689–1699.

Kementerian Koperasi dan UKM. (2021). PP Nomor 7 Tahun 2021. 086507.

Kementerian Pendayagunaan Aparatur Negara dan Reformasi Birokrasi. (2017). Peraturan Menteri Pendayagunaan Aparatur Negara Dan Reformasi Birokrasi Republik Indonesia Nomor 14 Tahun 2017 Tentang Pedoman Penyusunan Survei Kepuasan Masyarakat Unit Penyelenggara Pelayanan Publik. Pedoman Penyusunan Survei Kepuasan Masyarakat Unit Penyelenggara Pelayanan Publik, 708, 1–30.

Kotler, P., & Amstrong, G. (2010). Principles of Marketing (M. Pellerano (ed.)). Pearson Education.Inc.

Kotler, P., & Armstrong, G. (1993). Marketing an Introduction (J. Young & S. Steiner (eds.); 3rd ed.). A Simon & Schuster Company.

Kotler, P., Keller, K., Ang, S. H., Leong, S. M., & Tan, C. T. (2009). Marketing Management, An Asian Perspective (4th ed.). Pearson Education.

Menteri Koperasi dan Usaha Kecil Menengah Republik Indonesia. (1992). Undang-Undang Republik Indonesia Nomor 25 Tahun 1992. Tentang Perkoperasian, 1–28. https://www.rfc-editor.org/rfc/rfc8309.txt%0Ahttp://publicacoes.cardiol.br/portal/ijcs/portugues/2018/v3103/pdf/3103009.pdf%0Ahttp://www.scielo.org.co/scielo.php?script=sci_arttext&pid=S0121-75772018000200067&lng=en&tlng=en&SID=5BQIj3a2MLaWUV4OizE%0Ahttp:

Miles, M. B., Huberman, M., & Saldana, J. (2014). Qualitative Data aNALYSIS (3rd ed.). SAGE Publications, Inc. https://books.google.co.id/books?id=p0wXBAAAQBAJ&printsec=frontcover&hl=id#v=onepage&q&f=false

Murphy, B., Stevens, K., Mcleod, R., Journal, S., Marketing, R., Taylor, P., Murphy, B., Stevens, K., & Mcleod, R. (2020). Linked references are available on JSTOR for this article : A STAKEHOLDERISM FRAMEWORK FOR MEASURING RELATIONSHIP MARKETING. 5(2), 43–57.

Poltak, L., & Sinambela, S. (2019). Manajemen Kinerja (1st ed.). Rajagrafindo Persada.

Ravald, A., & Grönroos, C. (1996). The value concept and relationship marketing. European Journal of Marketing, 30(2), 19–30. https://doi.org/10.1108/03090569610106626

Surjadi. (2009). Pengembangan Kinerja Pelayanan Publik (R. Refrika (ed.)). PT. Refrika Aditama.

Downloads

Published

2022-04-16

How to Cite

Habiburohmah, E. ., & Indriani, F. . (2022). Studi Relationship Marketing Dalam Mempengaruhi Kualitas Kinerja PLUT-KUMKM Sebagai Pelayan Publik. Coopetition : Jurnal Ilmiah Manajemen, 13(1), 131–138. https://doi.org/10.32670/coopetition.v13i1.1537