PENGARUH RELASI FRANCHISE TERHADAP PENINGKATKAN PERFORMA FRANCHISEE (Studi pada Franchisee Ayam Bakar Mas Mono, Pecel Lele Lela dan Es Teler 77 di Wilayah Jabodetabek)
DOI:
https://doi.org/10.32493/jpkpk.v2i2.2460Abstract
ABSTRAK Studi ini dilakukan untuk menguji pengaruh aspek kontrak kerjasama, aktivitas manajerial, entrepreneurship dan branding (pengelolaan merek) terhadap relasi franchise dalam meningkatkan performa franchisee. Pengambilan sampel memakai teknik purposive, dan didapatkan sampel sejumlah 107 dari franchisee Restoran Ayam Bakar Mas Mono, Restoran Pecel Lele Lela dan Restoran Es Teler 77. Seluruh franchisee berlokasi di Jabodetabek. Adapun hipotesis penelitian ini adalah semakin besar nilai kontrak kerjasama, aktivitas manajerial, entrepreneurship dan branding akan semakin meningkatkan relasi franchise, dan semakin tinggi nilai relasi franchise maka akan semakin tinggi pula performa franchisee. Analisis data dengan menggunakan software SPSS 20 dan Lisrel 8.7 Student Version. Hasil analisis menunjukkan bahwa kontrak kerjasama, aktivitas manajerial, entrepreneurship dan branding berpengaruh positif dan signifikan terhadap relasi franchise, dan relasi franchise berpengaruh positif dan signifikan terhadap performa franchisee. Temuan empiris dalam studi ini mengindikasikan bahwa untuk meningkatkan performa franchisee diperlukan peningkatan faktor-faktor kontrak kerjasama, aktivitas manajerial, entrepreneurship dan branding serta relasi hubungan franchise.
Kata kunci : Franchise, Franchisor, Franchisee, Perjanjian Kerjasama, Aktivitas Manajerial, Entrepreneurship, Branding, Relasi Franchise, Performa Franchisee
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