BAB VIII. KESIMPULAN, IMPLIKASI, SARAN, KETERBATASAN
D. Keterbatasan dan Rekomendasi
Proposisi-proposisi pada setiap tema konseptualisasi dan teoretisasi dari studi ini diajukan sebagai pembaruan literatur manajemen pemasaran. Sementara itu studi ini mimiliki keterbatasan pada setting penelitian dan metodologis, sehingga tidak dapat digeneralisasi. Untuk megeneralisasi bangunan konsep dan teori dari hasil studi ini, maka direkomendasikan agar dilakukan penelitian lanjutan serta kajian bisnis praktis lainnya. Berikut ini adalah poin-poin keterbatasan pada studi ini sebagai titik-tolak rekomendasi penelitian dan kajian lanjutan.
Pertama, subjek penelitian terbatas pada grosir di pasar tradisional sebagai pembeli dari perusahaan distributor produk FMCG. Hasil penelusuran dari literatur terdahulu mengidentifikasi bahwa penelitian perilaku pembelian untuk kelompok pasar bisnis industri FMCG memberikan peluang untuk dilakukan penelitian lanjutan. Untuk itu penelitian lanjutan direkomendasi mereplikasi kerangka pikir penelitian ini, secara metodologis
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menggunakan metode kuantitatif ataupun kualitatif. Rekomendasi ini dimaksudkan untuk mengungkap fenomena keperilakukan setiap tipekal bisnis penyalur dalam kontek pendekatan pemasaran transaksional dan pemasaran relasional antar pembeli-penjual (Tabel).
Tabulasi Peluang Penelitian tentang Proses Keputusan Pembelian antar Kelompok PenyalurIndustri FMCG
Penjual Pembeli
Kelompok Penyalur Distributor Grosir Ritel A Ritel B/C Pasar Moderen
Prinsipal X Distributor *)Kuantitatif dan tipe pembelian X X Agen Promosi X Grosir X X X Pasar Moderen X X X
Keterangan: Grosir dan Ritel A/B/C: Kelompok pasar tradisional; X: Peluang penelitian.
Sumber: Hasil penelusuran dari Jurnal Internasional dan observasi
Kedua, eksplorasi terhadap proses keputusan pembelian terbatas pada situasi tipe pembelian campuran yaitu transaksional produk lama dan produk baru. Sementara itu, konsep proses keputusan pembelian dipengaruhi oleh situasi tipe pembelian. Oleh karena itu, maka peluang penelitian pada Tabel 8.5 juga direkomendasikan untuk ditindaklanjuti dengan menggunakan spesifikasi situasi tipe pembelian berulang*). Rekomendasi ini dimaksudkan untuk mengungkap seperti apakah perbedaan konsep antara situasi tipe pembeliancampuran dengan tipe pembelian berulang saja.
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Ketiga, objek penelitian ini terbatas untuk business buyer behavior pada bidang distributor industri FMCG yaitu keperilakuan kelompok pasar bisnis tipe perantara “grosir”. Sementara itu konsep perilaku konsumen mengidentifikasi bahwa selain tipe perantara kelompok pasar bisnis terdiri dari tipe institusional, pemerintah dan industrial. Untuk itu direkomendasikan kepada peneliti untuk melakukan studi business buyer behavior terhadap kelompok pasar bisnis selain tipe perantara. Rekomendasi ini dimaksudkan untuk mengungkap seperti apakah perbedaan konsep business buyer behavior antara tipe perantara dengan tipe pasar bisnis yang lain.
Keempat, metode kaulitatif mimiliki keterbatasan metodologis yaitu tidak dapat digeneralisasi, sehingga direkomendisikan kepada peneliti untuk melakukan studi lanjutan dengan metode kuantitatif, melalui pendekatan yaitu: (1) Survai dengan menggunakan sampel dari populasi grosir-grosir pasar tradisional di Indonesia; (2) Survai dengan menggunakan sampel dari populasi para manajer atau eksekutif perusahaan industri FMCG dan non-FMCG termasuk organisasi non-profit yang menerapkan manajemen saluran dengan pendekatan pemasaran relasional bersaing langsung. Konsep business buyer behavior dan strategi pemasaran telah diajukan variabelitasnya bersifat sangat kompleks, sehingga rekomendasi penelitian kuantitatif disarankan melakukan pengujian secara parsial untuk setiap model ke dalam alat analisa metodologisnya.
Kelima, paparan saran-saran manajerial masih terbatas pada deskripsi tema untuk setiap tema saran. Sementara itu, deskripsi tema diidentifikasi melalui temuan-temuan penelitian dan pengetahuan subjektif peneliti selama di lapangan. Makna atas data bukan lagi semata-mata mengacu pada hasil persepsi langsung, tetapi juga pada keseluruhan khasanah pengalaman dan pengetahuan yang ada dan mampu ditransformasikan oleh peneliti (Focault, 1969 dalam Fatchan, 2011). Dalam hal ini, maka direkomendasikan kepada peneliti/konsultan bisnis untuk melakukan kajian lanjutan yaitu memformulasikan secara praktis tentang terapan strategi pemasaran sesuai bidang bisnis yang dikaji. Tujuannya untuk menghasilkan formula-formula strategik mengacu kepada dasar filosofis dari strategi segmentasi produk dan bauran pemasaran, perluasan strategi mereksertakinerja organisasional manajemen salurandalam persaingan produk di pasar.
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CURRICULUM VITAE
R. AGUS TRIHATMOKO, terlahir di Karangayar, pada hari Rabu Kliwon, tanggal 13 Maret 1968. Selama kurun waktu 18 tahun dia berkerja sebagai profesional di beberapa institusional perusahaan1. Berbekal pengalaman dan jenjang pendidikan yang telah dimiliki, maka pada tahun 2011 berniat untuk melanjutkan pendidikan ke jenjang S3. Akhirnya pada tahun 2012, dapat terwujud masuk sebagai mahasiswa di Program Doktor Ilmu Ekonomi, Fakultas Ekonomi dan Bisnis, Universitas Sebelas Maret Surakarta2.
Semenjak menjadi calon mahasiswa di program studi ini, mulai mengawali berkarir sebagai akademisi pada Fakultas Ekonomi Universitas Surakarta. Dalam perjalanan waktu sebagai akademisi masih terbatas sebagai dosen berstatus ijin belajar. Oleh karena situasional yang demikian, maka kegiatan penelitian hanya berfokus pada disertasi ini. Proses penyusunan disertasi ini, telah menghasilkan karya ilmiah yang dipublikasikan3. Sementara itu, kegiatan pengabdian masyarakat dan penelitian lainnya sama sekali belum dapat dilakukan.
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1Karir Profesional:
(1989-1992) Asisten Dosen - AA YKPN Yogyakarta; (1989-199) Asisten Dosen - STIE YKPN, Yogyakarta; (1989-1990) Staf Auditor-Kantor Akuntan Publik Drs. Abdul Muntolib & Co.,Yogyakarta; (1991-1992) Staf Auditor-Kontor Akuntan Publik Drs. Lukman Hadianto & Co.,Yogyakarta; (1992-1993) Internal Audit, Chief of Finance &
Accounting-PT Praja Farma Hoslab, Jakarta; (1993-1996) Administration
Departement Head - PT Astra International, Isuzu Sales Operation, Jakarta; (1996-2002) PT Ultramos Jaya, Jakarta (Afiliasi Bayer AG): Finance Administration & Distribution Manager, General Manager of Finance & Accounting; (2003-2007) PT Ultamos Jaya, Jakarta (Afiliasi ScJohnson): National Sales & Operation Manager, 3Party Business Development Manager, Commercial and Business Manager; Regional Sales Manager, dan Board of Commissioner-Unit-unit Afiliasi dan Kelompok Perusahaan; (2007 -2010) Managing Director - PT Bengawan Nusantara, Jakarta; (2012 s.d saat ini) Dosen Fakultas Ekonomi Universitas Surakarta.
2Jenjang Pendidikan:
(1986-1989) Akademi Akuntansi YKPN, Yogyakarta; (1989-1991) Sekolah Tinggi Ilmu Ekonomi YKPN, Yogyakarta; (1992-1993) School of Business Administration Indonesia-Program in collaboration with Collegio de San Juan De Letran, Calamba, Philippines; (2000-2002)Universitas Borobudur, Jakarta; (2012 –2016) Program Doktor Ilmu Ekonomi Universitas Sebelas Maret, Surakarta.
3Publikasi Karya Ilmiah:
1. Buyer-Seller Construction in The Business Buyer Behavior: Wholesaler and Distributor Fast Moving Consumer Goods (FMCG) Industry in Indonesia Market Place. International Journal of Research in Commerce & Management, Volume No. 7 (2016), Issue No. 05 (May).
2. The Confine Efficient Contract Between Principals and Distributors Perfectly Control Marketing Mix Strategies: Channel Management Perspective of Fast Moving Consumer Goods (FMCG) Industries in Indonesia. International Journal of Research in Commerce, Economics & Management, Accepted-July 20, 2016. (Publikasi pada bulan Oktober 2016).
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