THE EFFECT OF INVENTORY, PRODUCT QUALITY, SHIPPING SPEED, SHIPPING COSTS ON DISTRIBUTION CHANNEL PERFORMANCE AND ITS IMPLICATIONS ON DISTRIBUTOR SATISFACTION OF CV SINAR SUKSES

Dhea Naura Hasna (Universitas Bandung)

Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Vol. 6 No. 4 (2026): Multidiciplinary Output Research For Actual and International Issue

This study aims to analyze the influence of inventory, product quality, delivery speed, and shipping costs on distribution channel performance and their implications for distributor satisfaction of CV Sinar Sukses. The population was 192 distributors with a sample of 130 respondents using the Slovin formula. The analysis used SEM-PLS. All indicators are valid (outer loading 0.718–0.912) and reliable (Cronbach's Alpha 0.906–0.957; AVE 0.687–0.794). The average value of the variables is in the fairly good category (3.02–3.11).The results of the study showed that inventory (β=0.227; T=2.062; p=0.040), product quality (β=0.193; T=2.045; p=0.041), delivery speed (β=0.296; T=2.643; p=0.008), and shipping costs (β=0.308; T=3.010; p=0.003) had a significant positive effect on distribution channel performance. Distribution channel performance had a significant effect on distributor satisfaction (β=0.744; T=12.797; p=0.000). Shipping costs did not have a direct effect on satisfaction (β=-0.022; p=0.566). Adjusted R² showed that the contribution of exogenous variables to performance was 72.80% and performance to satisfaction was 87.40%. Path equation: Y=0.227X₁+0.193X₂+0.296X₃+0.308X₄; Z=0.744Y.