The Effect of Delivery Speed, Inventory, and Product Quality on the Performance of the Distribution Channel and Its Implications for Distributor Satisfaction at CV Sinar Sukses
Delivery Speed, Inventory, Product Quality, Distribution Channel Performance, Distributor Satisfaction at CV Sinar Sukses
Abstract
CV Sinar Sukses is a seaweed-based snack distribution business that experienced a significant decline in revenue in 2024, by a total decrease of Rp9,410,235,917 compared to the previous year. One of the main causes of this decline was the high stage of distributor complaints, that reached 15.5% of total shipments. These complaints include delivery delays, product shortages, and product damage. This study aims to analyze the effect of Delivery Speed, Inventory, and Product Quality on The Performance of the Distribution Channel and its impact on Distributor Satisfaction. The study uses a quantitative approach by descriptive and verifiable methods. Data was gathered through questionnaires distributed to 134 distributors and analyzed utilizing SmartPLS software. The outcomes of the study indicate that Delivery Speed, Inventory, and Product Quality have a favourable and significant effect on Distribution Channel Performance. Furthermore, Distribution Channel Performance also has a significant effect on Distributor Satisfaction. These outcomes highlight the importance of improving operational efficiency in logistics, inventory management, and as strategies to enhance distribution Performance and improve business partner satisfaction.