| dc.description.abstract | Maintaining relationship between franchisor (as the owner of a franchise)
with the franchisee (as the buyer of a franchise) is something that is very crucial in
creating a successful business. High cooperation, strong commitment, low level of
conflict and high trust level give a great role in the relationship. The problem
identification in this research are: 1) How does the impact of relationship behavior
that consists of cooperation, conflict, trust and commitment towards power execution
of franchisor. 2) How does the impact of relationship behavior that consists of
cooperation, conflict, trust and commitment towards . the successful of franchise
business relationship. 3) How does the impact of relationship behavior that concists
of cooperation, conflict, trust and commitment that mediated by the power execution
of franchisor towards the successful of franchise business relationship.
This research is using Organization Behavior theory, interrelated of
cooperation, conflict, trust and commitment, and Marketing theory specifically using
Relationship Marketing Concept.
The research is conducted by survey approach towards the franchise owners
both local and foreign brands located in Medan City. 30 respondents are taken as the
sample. The hypotheses test is using Path Analysis Method, Multiple regression
analysis and descriptive analysis which is collected by depth interview with the
respondents.
Result outcome shows that the test altogether of cooperation, conflict, trust
and commitment, have significant impacted toward power exercise with F counted
16. 618 > F table = 2. 760. Meanwhile, partially co-mmitment variable is the most
dominant in influencing power exercise. Furthermore, cooperation, conflict, trust,
and commitment are very influencing toward the successful of business relationship.
Partially the higest path coeffisien value is trust variabel, hence trust is the most
dominant variable in influencing the successful of business relationship. Than by
using the exercise power as the intervening variable in path analysis, it show that
there is a role of exercise power in the success of business relationship.
This research concludes that cooperation, conflict, trust and commitment
have impact toward the successful relationship of the franchise (with or without
mediated by exercise power), and trust is the most dominant variable that impact the
successful relationship. | en_US |
