OPTIMIZATION OF CONSIGNMENT SYSTEM : A STUDY OF PT PROBO SEMESTA JAYA

Abstract

This study examines the relationships among Consignment System, Customer-Based Learning, Marketing Performance, and the moderating role of Store Characteristics. Using statistical analysis, the findings reveal that the Consignment System significantly enhances Customer-Based Learning, which strongly improves Marketing Performance. Customer-Based Learning fully mediates the effect of the Consignment System on Marketing Performance, highlighting the importance of knowledge acquisition from customers. While the direct effect of the Consignment System on Marketing Performance is not significant, its indirect impact through learning is critical. Store Characteristics significantly moderate the relationship between Customer-Based Learning and Marketing Performance but do not influence the link between Consignment System and Customer-Based Learning. These results suggest that firms should focus on fostering customer learning from consignment processes and consider store-specific factors to optimize marketing outcomes. The study contributes to theory by linking operational and marketing domains and provides practical insights for retail management. Limitations include the study’s scope and design, encouraging future research to explore additional moderators and longitudinal effects.