PENGARUH HUMAN CAPITAL TERHADAP BUSINESS PERFORMANCE MELALUI CUSTOMER CAPITAL

M ahasiswa Fakultas Ekonomi Universitas Bung H atta Padang p ritiz a _ e s te n @ y a h o o .c o m

F i v i A n g g r a i n i , S E ., M .S i., A K

S ta f Pengajar Fakultas Ekonom i Universitas Bung H atta Padang

f iv i_ a b id in @ y a h o o .c o .id

Abstract

The purpose o f this research is to investigate the effect o f human capital on business perform ance with customer capital as the intervening variable. Samples used in this research are commodity export companies listed in The Industry and Trade Provincial Office o f West Sumatera. Data used fo r this research was collected

fro m financial managers and personnel managers that completing and returning the questionnaire. D ata collected by m ail survey and contact person with 70 questionnaire and respon rate 38 questionnaires (54%). Analysis conducted by p a th analysis technique and software SPSS 12.00. The result shows that human capital

positively but not significantly linked with customer capital; customer capital positively but not significantly linked with business performance; and human capital

does not related with business perform ance with customer capital as the intervening variable.

K eyw ords: hum an capital, custom

er capital, an

d business perform an ce d business perform an ce

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PENDAHULUAN

M a k in k o m p e titif n y a lin g k u n g a n b is n is d e w a s a in i m e n u n tu t p e ru s a h a a n u n tu k m a m p u b e ra d a p ta s i d e n g a n p e ru b a h a n y a n g a d a a g a r te ta p b e rta h a n . U n tu k itu s e tia p p e ru s a h a a n h a ru s m e m ilik i k e u n g g u la n k o m p e titif y a itu m e la lu i k e p e m ilik a n

a ta s s u m b e r d a y a y a n g d a p a t m e n c ip ta k a n n ila i b a g i p e ru s a h a a n , s u lit d itiru , b e rs ifa t la n g k a , d a n tid a k m e m ilik i s u b s titu s i (B a rn e y 1991 d a la m A n a ta n 2 0 0 3 ). K e p e m ilik a n a ta s s u m b e r d a y a y a n g b a ik b is a j u g a d iw u ju d k a n p a d a k e c a k a p a n y a n g d im ilik i p a r a p e m a s a r. P a ra p e m a s a r a ta u marketer

d itu n tu t u n tu k m e m ilik i p e n g e ta h u a n y a n g m e m a d a i m e n g e n a i ris e t marketing, p e rila k u k o n s u m e n , advertising , p ro m o s i p e n ju a la n , d a n m a n a je m e n p e n ju a la n . H a l te rs e b u t m e ru p a k a n p e n g e ta h u a n d a s a r p a d a k o n s e p p e n ju a la n tra d is io n a l. M e to d e y a n g e f e k t i f d a n

e fis ie n u n tu k m e m p e ro le h p e n g e ta h u a n d a s a r te rs e b u t a d a la h m e la lu i p e la tih a n y a n g

d a n m e n g g a b u n g k a n n y a d e n g a n k re a tiv ita s . K re a tiv ita s s a n g a t d ip e rlu k a n p a d a z a m a n s e k a ra n g s e b a b p e ru s a h a a n m e m e rlu k a n i d e - i d e b a ru y a n g s e g a r u n tu k m e m b u a t te ro b o s a n y a n g b e rb e d a d e n g a n la in n y a (K o tle r 2 0 0 6 ).

b a i k di b id a n g marketing

S e ja la n d e n g a n p e rk e m b a n g a n p a s a r d a n te k n o lo g i, knowledge-based industries m e n g a la m i k e n a ik a n n ila i k a p ita lis a s i s a h a m y a n g c u k u p tin g g i. H a l in i m e n y e b a b k a n a d a n y a s e lis ih a n ta ra n ila i b u k u d e n g a n n ila i k a p ita lis a s i s a h a m

y a n g m e n u n ju k k a n te rja d in y a “ missing value ” p a d a la p o ra n k e u a n g a n y a n g o le h S te w a r t (1 9 9 7 ) d is e b u t s e b a g a i intellectual capital. S te w a rt (1 9 9 7 ) m e n u n ju k k a n

p e r b a n d in g a n n ila i b u k u y a n g te rd a p a t di n e ra c a d e n g a n n ila i p a s a r s a h a m p a d a p e r u s a h a a n b e rb a s is p e n g e ta h u a n a d a la h 1:7, s e d a n g k a n p a d a p e ru s a h a a n ja s a 1:1. M e n u r u t S te w a rt (1 9 9 7 ), s e lis ih te rs e b u t m e n c e rm in k a n intangible asset y a n g tid a k

d ic a t a t d a la m n e ra c a p e ru s a h a a n . K e tid a k m a m p u a n p e ru s a h a a n m e n c a ta t intangible asset te rs e b u t d a la m n e ra c a

d ik a r e n a k a n s ta n d a r a k u n ta n s i s a a t in i b e lu m m a m p u m e n a n g k a p d a n m e la p o rk a n in v e s ta s i y a n g d ik e lu a rk a n u n tu k m e m p e ro le h s u m b e r d a y a n o n fis ik . In v e s ta s i s u m b e r d a y a n o n fis ik y a n g d a p a t d ita n g k a p d a n d ila p o rk a n m e n u ru t s ta n d a r a k u n ta n s i s a a t in i b a ru s e b a ta s in v e s ta s i d a la m b e n tu k intellectual property.

D e n g a n d e m ik ia n ,

a k u n ta n s i j u g a d iy a k in i b e lu m m a m p u m e la k u k a n p e n g a k u a n d a n p e n g u k u ra n te r h a d a p intellectual capital, k a re n a a k u n ta n s i c e n d e ru n g b e rfo k u s p a d a a k tiv a y a n g s ifa tn y a n y a ta (hard assets) sa ja . K a la u p u n a d a intangible asset y a n g d ia k u i

d a n d iu k u r d a la m la p o ra n k e u a n g a n , p a d a u m u m n y a m a s ih d id a s a rk a n p a d a n ila i

h is to r is (historical cost)

b u k a n p o te n s in y a m e n a m b a h n ila i (S te w a rt 19 97 ). U n tu k itu p e ru s a h a a n p e rlu m e m b e n a h i k o n d is i in te rn a l p e ru s a h a a n itu se n d iri.

B a n y a k fa k to r y a n g d a p a t m e m b u a t p e ru s a h a a n itu le b ih k o k o h d i m a ta p a s a r y a n g

b u k a n s a ja b e ra s a l d a ri a s e t fis ik y a n g d im ilik i, w a la u p u n itu s a n g a t p e n tin g , n a m u n j u g a d a ri a se t tid a k b e rw u ju d . A s e t y a n g ta k b e rw u ju d te rs e b u t a d a la h s e p e rti ju m la h

Ju w ita, A n ggrain en i, P garu

adap B

stockholders equity y a n g p o s itif, k e k u a ta n p a d a financial performance, kemampuan in te le k tu a l p e ru s a h a a n , e fis ie n s i b ia y a y a n g m e n in g k a tk a n k in e rja k e u a n g a n p e ru s a h a a n d a n k e k u a ta n p e ru s a h a a n u n tu k b e rs a in g , h in g g a in o v a s i s e c a ra te ru s m e n e ru s . A s e t ta k b e rw u ju d itu j u g a d is e b u t s e b a g a i intellectual capital a ta u m o d a l intangible y a n g d a p a t m e n in g k a tk a n financial perform ance dan competitiveness p e ru s a h a a n (M a rg a re th a d a n R a k h m a n 2 0 0 6 ).

F a k to r d o m in a n di d a la m p e n ila ia n s u a tu p e ru s a h a a n d a n te ru ta m a u n tu k p e ru s a h a a n high technology dan professional service

a d a la h intellectual capital (P ik e , R y la n d e r & R o o s 2 0 0 2 ). Intellectual capital m e ru p a k a n k u n c i p e n e n tu n ila i p e ru s a h a a n d a n k in e rja e k o n o m i n a s io n a l (C h o o & B o n tis 2 0 0 2 ). P u lic (1 9 9 8 ), B o n tis (1 9 9 8 ), B o n tis , K e o w , d a n R ic h a rd s o n (2 0 0 0 ) s e rta P a rtiw i (2 0 0 4 ) m e n u n ju k k a n b a h w a

intellectual capital m e m ilik i h u b u n g a n p o s itif d e n g a n business performance. O le h k a re n a itu , m e s k ip u n m a s ih tid a k m e m u n g k in k a n u n tu k m e m b e rik a n n ila i m o n e te r te rh a d a p intellectual capital, namun intellectual capital p e rlu d ip e rtim b a n g k a n u n tu k p e n in g k a ta n k in e rja p e ru s a h a a n .

N a m u n d e m ik ia n , p e ru s a h a a n tid a k m e n ju a l intangible asset m e re k a . J a d i, n ila i s e p e rti p e rs e d ia a n intellectual capital

a ta u a lira n p e n g e ta h u a n p e ru s a h a a n tid a k d a p a t d ip e ro le h d a ri tra n s a k s i ru tin p a s a r la y a k n y a n ila i d a ri tangible asset tra d is io n a l (B o n tis 1998).

Intellectual capital m e ru p a k a n in te ra k s i d a ri human capital, customer capital, dan structural capital (B o n tis 199 8). Human capital

d i d a la m s u a tu o rg a n is a s i m e m ilik i p o te n s i p e n u h u n tu k m e m b a n g u n o rie n ta s i p a s a r b a g i k o n s u m e n n y a . S tu d i y a n g d ila k u k a n o le h B o n tis (1 9 9 8 ), (B o n tis e t al. 2 0 0 0 ), d a n P a rtiw i (2 0 0 4 ), s e rta

M a r g a re th a d a n R a k h m a n (2 0 0 6 ), m e n e m u k a n h u b u n g a n p o s itif s ig n ifik a n a n ta r a human capital dan customer capital.

B o n tis (1 9 9 8 ) j u g a m e n e m u k a n h u b u n g a n y a n g p o s i t i f d a n s ig n ifik a n a n ta r a customer capital dan business performance.

B o n tis (1 9 9 8 ) d a n P a rtiw i (2 0 0 4 ) m e n e m u k a n h u b u n g a n p o s itif s ig n ifik a n hitman capital dan structural capital. N a m u n , p a d a p e n e litia n B o n tis e t al. (2 0 0 0 ), h u b u n g a n human capital dan structural capital te rg a n tu n g s e k to r in d u s trin y a . H u b u n g a n

a n ta r a human capital dan structural capital p a d a in d u stri j a s a b e rs ifa t p o s itif tid a k s ig n ifik a n , s e d a n g k a n p a d a in d u s tri n o n j a s a b e rs ifa t p o s itif sig n ifik a n . P e n e litia n s e la n ju tn y a o le h A s tu ti d a n S a b e n i (2 0 0 5 ), j u g a m e n c o b a m e n g a n a lis is h u b u n g a n intellectual capital (human capital , customer capital dan structural capital) dan business performance. P e n e litia n ini m e n g g u n a k a n m o d e l p e n g u jia n y a n g d is a ra n k a n o le h B o n tis (1 9 9 8 ), y a itu m o d e l diam ond specification, di mana customer capital tid a k b e rh u b u n g a n d e n g a n structural capital, m e la in k a n

la n g s u n g b e rh u b u n g a n d e n g a n business performance.

H a sil p e n e litia n A stu ti d a n S a b e n i (2 0 0 5 ) m e m b u k tik a n b a h w a human capital

b e r h u b u n g a n p o s itif d a n s ig n ifik a n d e n g a n customer capital. Human capital b e r h u b u n g a n p o s itif d a n s ig n ifik a n d e n g a n customer capital. Human capital

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b e r h u b u n g a n p o s itif d a n s ig n ifik a n d e n g a n structural capital. Structural capital

b e r h u b u n g a n p o s itif d a n sig n ifik a n d e n g a n business performance, sedangkan customer capital

b e rh u b u n g a n p o s itif d a n tid a k s ig n ifik a n d e n g a n business perform ance.

A stu ti d a n S a b e n i (2 0 0 5 ) j u g a m e n y im p u lk a n b a h w a d e n g a n tacit knowledge-nya, human capital m a m p u m e n c ip ta k a n n ila i (value creation) y a itu custom er capital b ag i p e ru s a h a a n .

T id a k s ig n ifik a n n y a h u b u n g a n customer capital dengan business perform ance p a d a p e n e litia n A stu ti d a n S a b e n i (2 0 0 5 ) b e rb e d a d e n g a n h a sil p e n e litia n B o n tis (1 9 9 8 ). N a m u n d i sisi la in , stu d i A stu ti d a n S a b e n i (2 0 0 5 ) j u g a m e n u n ju k k a n a d a n y a

D a la m h a l ini p e n u lis te rta rik u n tu k m e la k u k a n p e n g u jia n k e m b a li p e n g a ru h human capital te rh a d a p business perform ance m e la lu i customer capital.

h u b u n g a n a n ta ra human capital dan customer capital.

P e n e litia n ini m e n g g u n a k a n s a m p e l p e ru s a h a a n k o m o d ita s e k s p o r y a n g a d a d i S u m a te r a B a ra t. P e n g g u n a a n s a m p e l in i d id a s a rk a n p a d a fe n o m e n a p e rs a in g a n k e ta t y a n g te rja d i p a d a p e rs a in g a n b is n is s a a t ini. S e la in itu, p e rs a in g a n p a s a r b e b a s y a n g

a k a n te rja d i m e n u n tu t p e ru s a h a a n b e rs a in g d e n g a n k e m a m p u a n te k n o lo g i tin g g i

d a n k e m a m p u a n d a la m m e m b e rik a n professional sen>;ce yang memadai dengan

a s u m s i p e ru s a h a a n k o m o d ita s e k s p o r te la h m a ju s e la n g k a h d a la m p e rs a in g a n p a s a r in te rn a s io n a l. U n tu k itu, d e n g a n human capital, s e p e rti skill k a ry a w a n , m o tiv a s i k e r ja , k re a tiv ita s , p e n g a la m a n , k e c e rd a s a n , d a n la in n y a , s e rta customer capital, s e p e r ti lo y a lita s p e la n g g a n , k e p u a s a n k o n s u m e n , d a n brand image, p e ru s a h a a n

d ih a r a p k a n d a p a t m e n in g k a tk a n e fis ie n s i b ia y a , m e la k u k a n in o v a s i y a n g te ru s m e n e r u s , m e n in g k a tk a n k e k u a ta n d a la m p e rs a in g a n , m e n in g k a tk a n p e rtu m b u h a n la b a d a n p e n ju a la n , s e rta m e n in g k a tk a n k in e rja p e ru s a h a a n s e c a ra k e s e lu ru h a n . Penerapan human capital dan customer capital u n tu k m e n in g k a tk a n business

perform ance sebagai intangible asset ju g a m a s ih m e ru p a k a n isu h a n g a t y a n g m e n a r ik u n tu k d ite liti.

P e rta n y a a n y a n g d ia ju k a n d a la m p e n e litia n ini a d a la h a p a k a h te r d a p a t p e n g a r u h hum an capital te rh a d a p customer capital,

a p a k a h te rd a p a t p e n g a r u h customer capital te rh a d a p business performance,

d a n a p a k a h te rd a p a t p e n g a r u h human capital te r h a d a p business performance m e la lu i customer capital. P e n e litia n ini b e rtu ju a n u n t u k m e m b u k tik a n s e c a ra e m p iris te n ta n g p e n g a ru h

human capital te rh a d a p custom er capital, p e n g a ru h customer capital te rh a d a p business performance, dan pengaruh human capital te rh a d a p business performance m e la lu i customer capital.

D e n g a n d e m ik ia n , p e n e litia n ini d ih a ra p k a n r'a p a t m e m b e rik a n k o n trib u s i p a d a p e n g e m b a n g a n k o n s e p p e n g u k u ra n d a n p e n g a ru h m o d e l intellectual capital te r h a d a p business performance, p a d a p e n g e m b a n g a n b id a n g a k u n ta n s i m a n a je m e n k h u s u s n y a y a n g b e rh u b u n g a n d e n g a n p e n g u k u ra n k in e rja o rg a n is a s i b is n is , p a d a

p e n g e m b a n g a n te o ri a k u n ta n s i d a n a k u n ta n s i k e u a n g a n k h u s u s n y a y a n g b e rk a ita n

Ju w ita, A n ggrain en i, P garu

adap B

d e n g a n te o ri m e n g e n a i intellectual capital, pembahasan intangible asset s e rta P e n y u s u n a n S ta n d a r A k u n ta n s i K e u a n g a n (P S A K ) s e h u b u n g a n d e n g a n k e b e ra d a a n intellectual capital.

D i s a m p in g itu j u g a d ih a ra p k a n d a p a t m e m b e rik a n k o n trib u s i p ra k tis b a g i o rg a n is a s i, k h u s u s n y a d a la m h a l p e n g e lo la a n human capital dan customer capital u n tu k p e n in g k a ta n k in e rja p e ru s a h a a n .

LANDASAN TEORI DAN PENGEMBANGAN HIPOTESIS

I n t e lle c t u a l C a p it a l

M e n u ru t B o n tis (1 9 9 6 ), intellectual capital

b e rs ifa t elusive, te ta p i s e k a li

d ite m u k a n d a n d ie k s p lo ita s i a k a n m e m b e rik a n o rg a n is a s i b a s is s u m b e r b a ru u n tu k

b e rk o m p e tis i d a n m e n a n g . B ro o k in g (1 9 9 6 ), m e n g a r tik a n intellectual capital s e b a g a i is tila h y a n g d ib e rik a n u n tu k m e n g k o m b in a s ik a n intangible asset

d a ri p a sa r, intellectual property, in fra s tru k tu r d a n p u s a t m a n u s ia y a n g m e n ja d ik a n s u a tu p e ru s a h a a n d a p a t b e rfu n g s i. S e d a n g k a n S te w a rt (1 9 9 7 ), m e n d e fin is ik a n intellectual

capital s e b a g a i m a te ri in te le k tu a l (p e n g e ta h u a n , in fo rm a s i, intellectual property, p e n g a la m a n ) y a n g d a p a t d ig u n a k a n u n tu k m e n c ip ta k a n k e k a y a a n d a n s u a tu k e k u a ta n

a k a l k o le k tif a ta u s e p e ra n g k a t p e n g e ta h u a n y a n g b e rd a y a g u n a . B o n tis (1 9 9 8 ) j u g a m e n d e fin is ik a n intellectual capital s e b a g a i p e n g g u n a a n e f e k tif d a ri p e n g e ta h u a n (p ro d u k j a d i) s e b a g a im a n a b e ro p o s is i te rh a d a p in fo rm a s i (b a h a n m e n ta h ). S e d a n g k a n O lv e , R o v & W e n te r (1 9 9 9 ) m e n g a n g g a p intellectual capital se b a g a i s u a tu e le m e n

p a s a r p e ru s a h a a n d a n j u g a market p re m iu m . T a b e l 1 di b a w a h m e n u n ju k k a n h a sil k la s ifik a s i intellectual capital m e n u ru t IF A C (1 9 9 8 ). P a d a T a b e l l te rs e b u t, intellectual property tid a k d im a s u k k a n s e b a g a i v a ria b e l p e n d u k u n g intellectual capital,

d is e b a b k a n a u d it intellectual property bukan m e ru p a k a n g a g a s a n b a ru (B o n tis 1 9 9 8 ) d a n intellectual property m e ru p a k a n a s e t y a n g d ilin d u n g i d a n d im ilik i d e fin isi h u k u m (tid a k s e p e rti k o m p o n e n intellectual capital la in n y a ) (B o n tis e t al. 2 0 0 0 ). O le h s e b a b itu B o n tis (1 9 9 8 ) d a n B o n tis e t al. (2 0 0 0 ) tid a k m e m a s u k k a n intellectual property sebagai komponen intellectual capital.

H u m an C apital

Human Capital Theory d ik e m b a n g k a n o le h B e c k e r (1 9 6 4 ) y a n g m e n g e m u k a k a n

b a h w a in v e s ta s i d a la m p e la tih a n u n tu k m e n in g k a tk a n human capital a d a la h p e n tin g s e b a g a i in v e sta s i d a ri b e n tu k - b e n tu k m o d a l la in n y a . W e rn e rfe lt (1 9 8 4 ) j u g a memasukkan human capital s e b a g a i s a la h s a tu s u m b e r d a y a b a h w a in v e s ta s i d a la m p e la tih a n u n tu k m e n in g k a tk a n human capital a d a la h p e n tin g s e b a g a i in v e sta s i d a ri b e n tu k - b e n tu k m o d a l la in n y a . W e rn e rfe lt (1 9 8 4 ) j u g a memasukkan human capital s e b a g a i s a la h s a tu s u m b e r d a y a

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Tabel 1 Klasifikasi In tellectu al C apital

elational (C

ustom

er)

O rganizational (Structural)

H um an C apital

C apital

C apital

tellectu al p ro p erty

vo ca tio n a l qu alification

lo y a l i t a s k o n s u m e n

copyrigh ts

p e k e r j a a n d ih u b u n g k a n

n a m a p e r u sa h a a n

design righ ts

dengan pengetahuan

backlog orders

tra

d e secrets

p e n ila ia n

psych om etric

j a r in g a n d is t r ib u s i

tradem arks

p e k e r j a a n d ih u b u n g k a n

k o la b o r a s i b is n is

service m arks

frastru ctu re assets

filosofi manajemen j i w a in o v a t i f , k e m a m p u a n

semangat

en trepren

eu

rial,

kontrak-kontrak yang

budaya perusahaan p r o a k t i f d a n r e a k tif ,

s is t e m j a r in g a n berubah

hubungan keuangan

S u m b e r : IF A C ( 1 9 9 8 )

y a n g b e rg u n a u n tu k m e m p e rta h a n k a n k e u n g g u la n k o m p e titif. M e n u r u t W e m e rfe lt (1 9 8 4 ) , tin d a k a n s tra te g is m e m b u tu h k a n s e p e ra n g k a t s u m b e r d a y a fisik , k e u a n g a n , hum an a ta u o rg a n is a s io n a l k h u s u s , s e h in g g a k e u n g g u la n k o m p e titif d ite n tu k a n o le h

k e m a m p u a n n y a u n tu k m e m p e ro le h d a n m e m p e rta h a n k a n s u m b e r d a y a. Human capital m e ru p a k a n p e n g e ta h u a n , skill,

d a n p e n g a la m a n y a n g d ib a w a p e g a w a i k e tik a m e n in g g a lk a n p e ru s a h a a n (S ta ro v is & M a r r 2 0 0 4 ) y a n g m e lip u ti p e n g e ta h u a n in d iv id u s u a tu o rg a n is a s i y a n g a d a p a d a p e g a w a in y a (B o n tis , C ro s s a n & H u lla n d 2 0 0 1 ) y a n g d ih a s ilk a n m e la lu i k o m p e te n s i, s ik a p d a n k e c e rd a s a n in te le k tu a l (R o o s , E d v in s o n & D ra g o n e ti 19 9 7 ). M e n u ru t H u d s o n (1 9 9 3 ), human capital j u g a d id e fin is ik a n s e b a g a i b a k a t, p e n d id ik a n , p e n g a la m a n , s ik a p d a la m

h i d u p d a n b is n is. Human capital

a d a la h s a la h s a tu m o d a l p e n tin g b a g i p e ru s a h a a n , k a re n a m e r u p a k a n s u m b e r in o v a s i d a n p e m b a h a ru a n stra te g i, p ro s e s re-engineering, s e rta s u m b e r m im p i d a ri p e ru s a h a a n . M e n u ru t B o n tis (1 9 9 9 ), s a la h s a tu u n s u r y a n g d a p a t m e n c i p ta k a n p e rs e p s i p a s a r y a n g p o s itif b a g i p e ru s a h a a n a d a la h personal skill y a n g d im ilik i k a ry a w a n s e h in g g a p e ru s a h a a n d a p a t m e n g u n g g u li p e rs a in g a n d a n p e n ju a la n .

Ju w ita, A n ggrain en i, P garu

adap B

C ustom er C apital

K o n s e p p e n tin g d a ri customer capital

a d a la h p e n g e ta h u a n y a n g d ib e n tu k

h u b u n g a n y a n g b a ik a n ta r a p e ru s a h a a n d e n g a n customer s e h in g g a m e n d u k u n g p e rk e m b a n g a n b is n is. C o n to h customer capital a d a la h image, lo y a lita s k o n s u m e n , k e p u a s a n k o n s u m e n , h u b u n g a n d e n g a n supplier, k e k u a ta n k o m e rs ia l, k a p a s ita s n e g o s ia s i d e n g a n e n tita s k e u a n g a n d a n lin g k u n g a n a k tiv ita s (S tra tto v ic & M a r r 2 0 0 4 ). Customer capital m e n u n ju k k a n p o te n s i y a n g d im ilik i p e ru s a h a a n k a re n a customer capital m e ru p a k a n a s e t ta k b e rw u ju d p e ru s a h a a n y a n g

d a la m marketing channels,

b e ra s a l d a ri p ih a k e k s te rn a l ( ex-firm intangible) (B o n tis 199 9 ). K o n s e p k e p u a s a n p e la n g g a n a d a la h s a la h s a tu k o n s e p y a n g s u d a h b e rk e m b a n g s e ja k ta h u n 1 9 7 0 -a n . O liv e r (1 9 8 1 ) m e n d e fin is ik a n k e p u a s a n s e b a g a i s ik a p te rh a d a p

h a s il tra n s a k s i d a n d ip e rk ira k a n a k a n m e m p e n g a ru h i p e rila k u la n ju ta n a ta u k e s e tia a n p e la n g g a n . K e p u a s a n p e la n g g a n a d a la h u p a y a p e ru s a h a a n u n tu k m e m b e rik a n y a n g te rb a ik b a g i p e la n g g a n , a g a r a p a y a n g d ih a ra p k a n n y a s e s u a i d e n g a n k e n y a ta a n s e h in g g a m e re k a p u a s d a n a k a n m e m b e n tu k p e n g a la m a n k o n s u m s i y a n g p o s itif. M e n u r u t O liv e r, (A n a ta n 2 0 0 3 ), m e n g h u b u n g k a n k e p u a s a n p e la n g g a n te rh a d a p p e r ila k u la n ju ta n d a n lo y a lita s p e la n g g a n a d a la h y a n g p a lin g s e rin g d ig u n a k a n s e b a g a i re fe re n s i u n tu k m e n in g k a tk a n k e u n g g u la n p e ru s a h a a n . K e p u a s a n p e la n g g a n m e ru p a k a n v a ria b e l m e d ia to r y a n g m e n g h u b u n g k a n v a ria b e l k u a lita s la y a n a n , k e p e r c a y a a n d a n k e s e tia a n p e la n g g a n .

B u sin ess P erform ance

D i d a la m s is te m p e n g e n d a lia n fo rm a l u k u ra n k in e rja m e lip u ti u k u ra n financial dan

non-financial (F is h e r 1 9 9 8 ). U k u ra n financial s e b e n a rn y a m e n u n ju k k a n

b e rb a g a i tin d a k a n y a n g te rja d i d i lu a r b id a n g k e u a n g a n . P e n in g k a ta n financial return m e ru p a k a n a k ib a t d a ri b e rb a g a i k in e rja o p e ra s io n a l y a n g d ia n ta ra n y a a d a la h m e n in g k a tn y a k e p e rc a y a a n k o n s u m e n te rh a d a p p r o d u k y a n g d ih a s ilk a n p e ru s a h a a n , m e n in g k a tn y a cost effectiveness p ro s e s b is n is in te rn a l y a n g d ig u n a k a n p e ru s a h a a n u n tu k m e n g h a s ilk a n p ro d u k d a n m e n in g k a tn y a p ro d u k tiv ita s s e r ta k o m itm e n p e g a w a i (M u ly a d i & S e ty a w a n 2 0 0 1 ).

P ro d u k tiv ita s* e fis ie n s i, d a n e fe k tiv ita s m e ru p a k a n tig a k rite ria y a n g p a lin g s e rin g d ig u n a k a n d a la m m e la k u k a n e v a lu a s i e k o n o m is te rh a d a p k in e rja d a la m p ro s e s p ro d u k s i. E fisie n s i d a n e fe k tiv ita s s e rin g k a li d ia n g g a p s e b a g a i s u a tu y a n g s a lin g

b e rh u b u n g a n , te ta p i s e b e n a rn y a s e c a ra k o n s e p tu a l b e rb e d a . P e n g e rtia n e fis ie n s i

d e n g a n m e m in im u m k a n input (A n th o n y 196 5). S e d a n g k a n e fe k tiv ita s b e rk a ita n d e n g a n p e m ilih a n c a r a

d ip a h a m i s e b a g a i a k tiv ita s u n tu k m e n g h a s ilk a n output

Indonesia, D

esem

ber 2007,

V ol.4, N o.2, hal. 2 2 9 -2 5 0

p e n c a p a ia n tu ju a n y a n g te p a t. E fisie n a d a la h m e la k u k a n s e s u a tu d e n g a n b e n a r d a n

e f e k t i f a d a la h m e la k u k a n s e s u a tu y a n g b e n a r (A d a m et al. 199 5 ).

H u m an C apital

dan C ustom er C apital

A n a ta n ( 2 0 0 3 ) , m e n g u n g k a p k a n u n s u r - u n s u r y a n g d a p a t m e n in g k a tk a n k u a lita s p e la y a n a n d a ri p re s ta s i k a ry a w a n . Pertama, s ik a p d a n p e rila k u y a n g b e rk a ita n d e n g a n p ro s e s y a itu p e rh a tia n d a n b a n tu a n y a n g d ib e rik a n k a ry a w a n p e ru s a h a a n k e p a d a

p e la n g g a n s e c a ra s p o n ta n d a n d e n g a n s e p e n u h h a ti u n tu k m e m e c a h k a n m a s a la h y a n g d ih a d a p i. Kedua, k e a n d a la n d a n s ifa t d a p a t d ip e rc a y a y a n g m e n d u k u n g situ a si

d i m a n a p e la n g g a n m e m p e rc a y a k a n s e g a la s e s u a tu n y a k e p a d a p e n y e d ia j a s a b e s e rta

k a r y a w a n d a n s is te m y a n g b e rla k u . Ketiga,

a d a n y a re s p o n c e p a t y a n g d ib e rik a n p e r u s a h a a n a ta u p e n y e d ia j a s a d e n g a n m e n g a m b il tin d a k a n u n tu k m e n g e n d a lik a n s itu a s i d a n m e n c a ri p e m e c a h a n m a s a la h y a n g te p a t j i k a te rja d i k e s a la h a n a ta u s e s u a tu y a n g tid a k d ih a ra p k a n .

Human capital p e ru s a h a a n m e m ilik i p o te n s i u n tu k m e m b a n g u n o rie n ta s i p a s a r b a g i k o n s u m e n . S e m a k in b a ik k o m p e te n s i p e g a w a i, m a k a a k a n s e m a k in

b a i k p e g a w a i m e m a h a m i k e b u tu h a n k o n s u m e n d a n a k a n s e m a k in m a m p u p u la mengembangkan customer capital u n tu k m e n a h a n lo y a lita s k o n s u m e n . H a l in i s e s u a i d e n g a n h a sil p e n e litia n B o n tis (1 9 9 8 ), B o n tis e t al. (2 0 0 0 ). P ra tiw i (2 0 0 4 ),

d a n A s tu ti d a n S a b e n i (2 0 0 5 ). O le h s e b a b itu p e n e litia n in i m e n g a ju k a n h ip o te s is p e r ta m a te n ta n g h u b u n g a n human capital dan customer capital s e b a g a i b e rik u t:

H1: H u m an capital berpengaruh positif terhadap custom er capital.

C u stom er C apital

dan B usiness P erform ance

U n s u r u ta m a y a n g m e n d u k u n g te rc a p a in y a tu ju a n p e ru s a h a a n d a la m m e m b e r ik a n k e p u a s a n te rh a d a p k o n s u m e n a d a la h

customer capital. M e la lu i custom er capital , p e ru s a h a a n a k a n m a m p u m e n a rik le b ih b a n y a k p e la n g g a n b a ru , m e m p e r ta h a n k a n p e la n g g a n y a n g s u d a h a d a , m a u p u n m e n c e g a h k a b u rn y a p e la n g g a n

d a r i p ro d u k p e ru s a h a a n . S e la in itu p e ru s a h a a n d a p a t m e m p e ro le h k e u n g g u la n la in

d i b id a n g p e la y a n a n s e h in g g a tid a k h a n y a b e rs a in g d a la m h al h a rg a . K e u n g g u la n di

b id a n g p e la y a n a n a k a n m e m a k s im a lk a n k e u n tu n g a n p e la n g g a n m e la lu i p e n c ip ta a n n i l a i b a g i p e la n g g a n d a n m e m in im a lk a n b e b a n n o n m o n e te r b a g i p e la n g g a n s e p e rti k e tid a k n y a m a n a n lo k a si, p e la y a n a n tid a k ra m a h , d a n fa s ilita s p e la y a n a n tid a k m e m a d a i (A n a ta n 2 0 0 3 ). U n su r y a n g te ra k h ir a d a la h re p u ta s i d a n d a p a t d ip e rc a y a y a n g s a n g a t p e n tin g b a g i p e ru s a h a a n k a re n a m e la lu i re p u ta s i, p e la n g g a n a k a n m e y a k i n i b a h w a o p e ra s i d a ri p e n y e d ia ja s a d a p a t d ip e rc a y a d a n m e m b e rik a n n ila i

a t a u im b a la n y a n g s e su a i d e n g a n p e n g o rb a n a n n y a ( A n a ta n 2 0 0 3 ).

Ju w ita, A n ggrain en i, P garu

erhadap B

P e ru s a h a a n y a n g b e rin v e s ta s i b e s a r u n tu k m e n ja d i fo k u s p a d a k o n s u m e n d a n m e n ja d i p e n e n tu p a s a r s e c a ra m u tla k a k a n d a p a t m e n in g k a tk a n a ta u m e m p e rb a ik i business perform ance- nya. Konsumen merupakan kunci survive a ta u tid a k n y a s u a tu p e r u s a h a a n . J ik a k o n s u m e n lo y a l te r h a d a p p e r u s a h a a n , m a k a business perform ance

a k a n d a p a t te rja g a . H a l te rs e b u t s e s u a i d e n g a n h a s il p e n e litia n B o n tis (1 9 9 8 ). O le h s e b a b itu p e n e litia n in i m e n g a ju k a n h ip o te s is k e d u a te n ta n g h u b u n g a n customer capital dan business perform ance s e b a g a i b e rik u t:

H2:

C ustom er capital

berpengaruh positif terhadap business perform an ce.

H um an C apital, B usiness P

erform

ance, dan C

S u m b e r c.aya m a n u s ia y a n g d ib e rd a y a g u n a k a n s e c a ra e fis ie n m e ru p a k a n s a la h s a tu fa k to r y a n g m a m p u m e n in g k a tk a n p ro d u k tiv ita s . N a m u n , d i la in p ih a k s u m b e r

b e rh u b u n g a n d e n g a n h a sil (outcome related). Kedua,

d a la m m e n ila i k u a lita s p e la y a n a n . Pertama,

b e rh u b u n g a n d e n g a n p ro s e s (process related). Ketiga, berhubungan dengan kesan (image related). Outcome related, process related, dan image related

d a p a t d ija b a rk a n d a la m b e b e ra p a u n s u r y a n g p e rta m a a d a la h p ro f e s io n a lis m e d a n k e te r a m p ila n y a n g m e n u n ju k k a n b a h w a k rite ria in i b e rh u b u n g a n d e n g a n h a s il y a n g

d ite n tu k a n o le h p e n g e ta h u a n d a n k e te r a m p ila n y a n g d im ilik i o le h k a r y a w a n u n tu k m e n g e lo la s u m b e r d a y a y a n g a d a d a n m e m a n fa a tk a n n y a d a la m s is te m o p e ra s io n a l y a n g m e n d u k u n g p ro s e s p e m e c a h a n m a s a la h p e la n g g a n s e c a ra p ro fe s io n a l.

A n d e rs o n (1 9 9 4 ) m e n u n ju k k a n a d a n y a h u b u n g a n a n ta ra k u a lita s p e la y a n a n

d e n g a n k e p u a s a n p e la n g g a n . Ia m e n y a ta k a n b a h w a p e rb a ik a n k u a lita s p e la y a n a n

a k a n m e n g h a s ilk a n k e p u a s a n p e la n g g a n . O le h k a r e n a itu, h u b u n g a n te r s e b u t

h a ru s d itin g k a tk a n . H al ini d id u k u n g o le h Z e ith a m l (1 9 9 4 ) y a n g m e n y a ta k a n

a d a n y a h u b u n g a n y a n g le m a h k e tik a k o n s u m e n m e m b u a t p e n ila ia n n e g a ti f te n ta n g k u a lita s p e la y a n a n p e ru s a h a a n y a n g b e ra k ib a t p e la n g g a n tid a k lo y a l la g i te r h a d a p p e ru s a h a a n .

P e n g a ru h k u a lita s p e la y a n a n s e la in m e n in g k a tk a n k e u n tu n g a n d a n fin a n s ia l m e la lu i p e n c ip ta a n k e p u a s a n k o n s u m e n d a n lo y a l ita s k o n s u m e n a d a la h m e n in g k a tk a n k e u n g g u la n k o m p e titif b e rk e la n ju ta n . R a p e rt d a n W e rn (1 9 9 8 ) m e n y a ta k a n k u a lita s p e la y a n a n p e ru s a h a a n m e m ilik i p e n g a r u h te rh a d a p k e u n g g u la n k o m p e titif m e la lu i k a ra K te ristik p e ru s a h a a n . K u a lita s p e la y a n a n j u g a m e m ilik i p e n g a r u h k u a t te r h a d a p kepuasan konsumen dan

image k e s e lu ru h a n o rg a n is a s i. P e n g a ru h p e n e r a p a n image k e s e lu ru h a n o rg a n is a s i. P e n g a ru h p e n e r a p a n

esem

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Vol.4, N o.2, hal. 2 2 9 -2 5 0

quality-based strategies

d a la m p e ru s a h a a n d a p a t d ilih a t d a la m k in e rja p e ru s a h a a n y a n g m e lip u ti k e p u a s a n k o n s u m e n , image k e s e lu ru h a n o rg a n is a s i, recruitment dan p e m e lih a r a a n k a ry a w a n , e fe k tiv ita s b ia y a p e la y a n a n p e n g irim a n , p a n g s a p a sa r,

k e p u a s a n p e k e r ja s e c a ra u m u m , k e s e lu ru h a n k in e rja fin a n s ia l, d a n p e rtu m b u h a n p e n d a p a ta n n eto .

K u a lita s p e la y a n a n s e b a g a i s u m b e r k e u n g g u la n k o m p e titif m e m ilik i p e ra n

d a la m m e m p e rb a ik i p e la y a n a n te rh a d a p k o n s u m e n d a n m e n g h in d a ri m a s a la h - m a s a la h p o te n s ia l y a n g m u n c u l. S tra te g i k u a lita s d ig u n a k a n s e c a ra b e rk e la n ju ta n k a r e n a b e b e r a p a a la s a n . Pertama, k u a lita s m e ru p a k a n s e s u a tu y a n g tid a k s e m u a

p e r u s a h a a n d a p a t m e la k u k a n n y a d e n g a n b a ik . Kedua, k u a lita s m e m ilik i p e n g a r u h

d a la m m e n in g k a tk a n k in e rja p e ru s a h a a n di m a s a d a ta n g (A n a ta n 2 0 0 3 ). B e rd a s a rk a n u r a ia n d i a ta s d a p a t d is im p u lk a n b a h w a human capital b e rp e n g a ru h p o s itif te rh a d a p business perform ance m e la lu i customer capital, s e h in g g a p e n e litia n in i m e n g a ju k a n

h ip o te s is k e tig a s e b a g a i b e rik u t:

H3:

H u m an capital

berpengaruh positif terhadap business perform an ce m e la lu i

cu stom er capital.

METODE PENELITIAN

P o p u l a s i d a n S a m p e l P e n e lit ia n

P o p u la s i p e n e litia n a d a la h s e lu ru h p e ru s a h a a n k o m o d ita s e k s p o r di S u m a te ra

B a r a t d e n g a n p e r u s a h a a n - p e r u s a h a a n y a n g te rd a fta r d i D in a s P e rin d u s tria n d a n P e r d a g a n g a n L u a r N e g e ri d i S u m a te ra B a r a t s e b a g a i re ra n g k a sampling. U n it

a n a lis is p e n e litia n a d a la h m a n a je r k e u a n g a n d a n m a n a je r p e rs o n a lia s e b a g a i w a k il p e r u s a h a a n , k a r e n a m e re k a m e m p u n y a i p e ra n p e n tin g d a la m p e n g a m b ila n k e p u tu s a n o p e r a s io n a l s e rta m e r u p a k a n m a n a je r fu n g s io n a l y a n g m e m ilik i a ta s a n d a n b a w a h a n . U k u r a n s a m p e l p e n e litia n s e b e s a r 35 y a n g d a la m s k a la k e c u k u p a n u k u ra n s a m p e l

C o m f r e y d a n L e e (1 9 9 2 ) te rm a s u k d a la m k a te g o ri fairly. Dengan asumsi response rate r e s p o n d e n 5 4 % , m a k a k u e s io n e r y a n g d ik irim a d a la h s e b a n y a k 7 0 k u e sio n e r.

Jenis Dan Sumber Data

J e n is d a ta p e n e litia n a d a la h d a ta s u b je k (self-report dala)

d e n g a n re s p o n y a n g

d ib e r ik a n te rtu lis d a n d ila p o rk a n s e n d iri o le h re s p o n d e n . S u m b e r d a ta p e n e litia n

a d a l a h d a ta p r im e r (primary data) y a n g d ip e ro le h la n g s u n g d a ri s u m b e r a sli d e n g a n t i d a k m e la lu i m e d ia p e ra n ta ra .

Ju w ila, A n ggrain en i, P garu

erhadap B

D a ta p r im e r d ik u m p u lk a n d e n g a n m e n g g u n a k a n m e to d e survey d e n g a n te k n ik p e n g u m p u la n d a ta m e n g g u n a k a n k u e s io n e r, y a itu d e n g a n m e n g irim k u e s io n e r m e la lu i j a s a p o s (mail survey) dan contact person k e p a d a re s p o n d e n .

D e f e n i s i O p e r a s i o n a l d a n P e n g u k u r a n V a r ia b e l

d iu k u r d e n g a n m e n g g u n a k a n in s tru m e n y a n g d ik e m b a n g k a n B o n tis (1 9 9 7 ), d iis i s a m p a i s e ja u h m a n a re s p o n d e n s e tu ju d e n g a n lim a s k a la L ik e rt (1 = tid a k s e tu ju s a m p a i d e n g a n 5 = s a n g a t s e tu ju ).

V a ria b e l human capital dan customer capital

H uman capital

d id e fin is ik a n s e b a g a i b a k a t, p e n d id ik a n , p e n g a la m a n , s ik a p d a la m

h id u p d a n b is n is , H u d s o r (1 9 9 3 ). P e n e litia n in i m e m b e rik a n 2 0 p e rta n y a a n y a n g

d i m a n a te rd a p a t 5 p e rta n y a a n n e g a ti f y a itu p e r ta n y a a n 5, 13, 14, 15, d a n 19. Customer capital

b e r k a ita n d e n g a n human capital,

a d a la h p e n g e ta h u a n y a n g d ib e n tu k d a la m m arketing channels.

a d a la h image, lo y a lita s k o n s u m e n , k e p u a s a n konsumen, hubungan dengan supplier, k e k u a ta n k o m e rs ia l, k a p a s ita s n e g o s ia s i

C o n to h customer capital

d e n g a n e n tita s k e u a n g a n d a n lin g k u n g a n a k tiv ita s (S tra tto v ic & M a r r 2 0 0 4 ). P e n e litia n in i m e m b e rik a n 17 p e rta n y a a n y a n g b e rk a ita n d e n g a n customer capital.

D i s in i j u g a te rd a p a t 2 p e rta n y a a n n e g a tif, y a itu p e rta n y a a n 13 d a n 15.

V a ria b e l business perform ance

d iu k u r d e n g a n m e n g g u n a k a n in s tru m e n y a n g

d ik e m b a n g k a n o le h B o n tis (1 9 9 7 ) d e n g a n m e n g g u n a k a n lim a s k a la rating (1 = s a n g a t m u n d u r s a m p a i 5 = m a ju s e k a li ). B o n tis e t al. (2 0 0 0 ) m e n je la s k a n b a h w a intellectual capital te rm a s u k d i d a la m n y a a d a la h s e lu ru h p ro s e s d a n a s e t y a n g

b ia s a n y a tid a k m u n c u l p a d a balance-sheet d a n s e lu ru h intangible asset ( trademarks, patents, and brands) y a n g te la h d ip e rtim b a n g k a n te rh a d a p m e to d e a k u n ta n s i y a n g m o d e m y a n g te rm a s u k d i d a la m n y a a d a la h k o n trib u s i d a ri p e n g e ta h u a n m a n u s ia itu s e n d ir i s e b a g a i s u m b e r d a y a p e ru s a h a a n . J u m la h p e rta n y a a n y a n g d ia ju k a n a d a la h s e b a n y a k 10 p e rta n y a a n .

M e t o d e A n a lis is D a t a

P e n e litia n in i m e m p u n y a i 3 (tig a ) h ip o te s is y a n g d iu ji d e n g a n m e n g g u n a k a n te k n ik p ath analysis (a n a lis is ja lu r ) . A n a lis is ja l u r m e ru p a k a n p e rlu a s a n d a ri

a n a lis is re g re s i u n tu k m e n a k s ir h u b u n g a n k a u s a lita s a n ta r v a ria b e l (model causal) y a n g te la h d ite ta p k a n s e b e lu m n y a b e rd a s a rk a n te o ri (G h o z a li 2 0 0 2 ). P e n e litia n ini m e n g g u n a k a n a n a lis is j a l u r (path analysis)

d e n g a n s tru k tu r ja l u r b e rik u t ini: d e n g a n s tru k tu r ja l u r b e rik u t ini:

esem

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Vol. 4, N o.2, hal. 2 2 9 -2 5 0

Gambar 1

D ia g r a m Path

Path analysis m e n u n ju k k a n s e c a ra e k s p lis it h u b u n g a n k a u s a lita s a n ta r v a ria b e l

b e rd a s a rk a n p a d a te o ri. A n a k p a n a h m e n u n ju k k a n h u b u n g a n a n ta r v a ria b e l. S e tia p n ila i p m e n g g a m b a rk a n j a l u r d a n k o e fis ie n ja lu r. B e rd a s a rk a n g a m b a r m o d e l ja lu r,

d ia ju k a n h u b u n g a n b e rd a s a rk a n te o ri b a h w a human capital mempunyai hubungan la n g s u n g d e n g a n business perform ance ( p l ) , n a m u n d e m ik ia n human capital juga m e m p u n y a i h u b u n g a n tid a k la n g s u n g k e business performance, y a itu d a ri human capital ke customer capital ( p 2 ) b a ru k e m u d ia n k e business performance (p3) (G h o z a li 2 0 0 2 ).

K o e fis ie n ja l u r a d a la h standardized k o e fis ie n re g re si. K o e fis ie n j a l u r

2. B P = b ,H C + b 2C C + e 2 Di mana: BP

= business performance HC = human capital CC = customer capital

b l-2 = k o e fis ie n re g re s i e,

= re s id u a l a ta s customer capital

- re s id u a l a ta s business performance Standardized k o e fis ie n u n tu k human capital p a d a p e rs a m a a n (1 ) a k a n

e,

m e m b e r ik a n n ila i p 2 , s e d a n g k a n k o e fis ie n u n tu k human capital dan customer capital p a d a p e rs a m a a n (2 ) a k a n m e m b e rik a n n ila i p l d a n p 3 . B ila n ila i k o e fis ie n standardized p a d a p e rs a m a a n (1 ) p o s itif d a n s ig n ifik a n ( p < 0 ,0 5 ) , b e ra rti human

Ju w ita, A n ggrain en i, P garu

an

ita

erhadap B

D e m ik ia n p u la b ila n ila i standardized p a d a p e rs a m a a n (2 ) p o s i t i f d a n sig n ifik a n ( p < 0 ,0 5 ) , b e ra rti human capital dapat

capital m e m p e n g a ru h i customer capital.

d a n d a p a t j u g a b e rp e n g a ru h tid a k la n g s u n g te rh a d a p business perform ance m e la lu i customer capital sebagai variable intervening. U n tu k m e n e n tu k a n h u b u n g a n tid a k la n g s u n g a d a la h d e n g a n c a ra m e n g a lik a n k o e fis ie n tid a k la n g s u n g n y a , b ila h a sil p e rk a lia n k o e fis ie n tid a k la n g s u n g le b ih b e s a r d a ri k o e fis ie n la n g s u n g b e ra rti h u b u n g a n y a n g s e b e n a rn y a a d a la h tid a k

b e rp e n g a ru h la n g s u n g k e business perform ance

la n g s u n g (G h o z a li 2 0 0 2 ).

ANALISIS HASIL PENELITIAN

Karakteristik dan Interpretasi Data

P a d a b a b in i, p e n u lis a k a n m e la k u k a n a n a lis is te rh a d a p d a ta y a n g a d a , s e rta p e n g u jia n te rh a d a p h ip o te s is p e n e litia n d a n uji s ta tis tik y a n g d ip e rlu k a n . S e c a ra k e s e lu r u h a n , k u e s io n e r y a n g d is e b a rk a n b e rju m la h 70 e k s e m p la r d a n j u m la h k u e s io n e r y a n g k e m b a li a d a la h 38 e k se m p la r. D a ri ju m la h te rs e b u t, 35 k u e s io n e r s e lu r u h n y a d a p a t d ia n a lis is .

B e rd a s a rk a n d a ta p e n e litia n y a n g d ip e ro le h , s e lu ru h re s p o n d e n k e b a n y a k a n

b e r u m u r d i a ta s 4 0 ta h u n (4 2 .8 6 % ) y a n g m a n a k e s e lu ru h a n n y a m e m e g a n g ja b a t a n middle manager, y a itu p a ra m a n a je r p e rs o n a lia (7 4 .2 9 % ) d a n m a n a je r k e u a n g a n (2 5 .7 1 % ) d e n g a n la m a n y a d i ja b a t a n s e k a ra n g p a lin g b a n y a k d i a ta s 10 ta h u n

(5 1 .4 3 % ) d ib a n d in g k a n d e n g a n 5 - 1 0 ta h u n (2 8 .5 7 % ) d a n k u ra n g d a ri 5 ta h u n (2 0 .0 0 % ). S e la in itu , r e s p o n d e n p e n e litia n in i le b ih b a n y a k b e rje n is k e la m in p ria (8 2 .8 6 % ) d ib a n d in g je n i s k e la m in w a n ita (1 7 .1 4 % ). K e m u d ia n p e n d id ik a n te ra k h ir p a r a r e s p o n d e n p e n e litia n p a lin g b a n y a k p e rs e n ta s e n y a a d a la h S I (7 7 .1 4 % ), la in n y a (2 2 .8 6 % ), s e d a n g k a n S2 d a n S3 (0 % ). K e m u d ia n d a p a t j u g a d ilih a t la m a b e k e r ja p a r a re s p o n d e n , p a lin g b a n y a k p e rs e n ta s e n y a a d a la h di a ta s 10 ta h u n (6 2 .8 6 % ) s e d a n g k a n a n ta r a 5 - 1 0 ta h u n (2 0 .0 0 % ) d a n k u ra n g d a ri 5 ta h u n (1 4 .2 9 % ).

P e n g u j i a n V a lid it a s d a n R e lia b ilit a s

P e n g u jia n in s tru m e n d ila k u k a n d e n g a n p e n g u jia n v a lid ita s d a n re lia b ilita s y a n g d ib a n tu d e n g a n software S P S S v e rs i 12.00 . U ji v a lid ita s d ila k u k a n u n tu k m e n g e ta h u i s e b e ra p a b a ik s u a tu in s tru m e n m e n g u k u r k o n s e p y a n g s e h a ru s n y a

d iu k u r. U ji v a lid ita s d ila k u k a n d e n g a n m e n g g u n a k a n fa k to r a n a lis is ( factor analysis).

A tu r a n y a n g d ig u n a k a n a d a la h b a h w a j i k a Kaiser 's MSA > 0,5 a ta u sign.

0 ,0 5 , m a k a

d a p a t d in y a ta k a n te p a t u n tu k m e n g g u n a k a n a n a lis is fa k to r d a n m e n g id e n tifik a s i v a r ia b e l v a lid d a ri m a s in g -m a s in g in s tru m e n (S u g iy o n o 2 0 0 4 ). S e d a n g k a n u n tu k

242 Ju rn al A ku ntansi dan

esia. D

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V ol.4, N o.2, hal. 2 2 9 -2 5 0

d a ri m a s in g -m a s in g in s tru m e n y a n g d in y a ta k a n v a lid . S u a tu in s tru m e n d in y a ta k a n d a p a t d ia n d a lk a n j ik a m e m b e rik a n n ila i Cronbach A lpha > 0 ,5 0 (N u n n a ly 1978 ).

m e lih a t re lia b ilita s in s tru m e n a k a n d ih itu n g Cronbach A lpha

H a s il p e n g u jia n v a lid ita s d a n re lia b ilita s d a p a t d ilih a t p a d a ta b e l 2 b e rik u t in i.

D a ri d a ta y a n g te rs a ji p a d a ta b e l 2 te rs e b u t d ik e ta h u i b a h w a d a ta b e rn ila i v a lid , k a r e n a m e m ilik i n ilai

fa cto r loading le b ih d a ri 0 ,4 (C h ia 1 99 5 ) d a n Kaiser's MSA le b ih d a ri 0 ,5 (S u g iy o n o 2 0 0 4 ). D a ta j u g a d ik a ta k a n d a p a t d ia n d a lk a n k a re n a n ila i Cronbach A lpha > 0,5 (N u n n a lly 19 78 ).

T abel 2

H a sil P e n g u jia n V alid itas d an R elia b ilita s

J u m la h

J u m la h

K aiser's

V a r ia b e l

Item

F actor

C ronbach Item

A lpha

V a lid d a n

R eliable

C u stom er ca p ita l

B u sin ess perform an

U ji n o rm a lita s b e rtu ju a n u n tu k m e n g u ji a p a k a h d a la m m o d e l re g re s i v a ria b e l te r ik a t d a n v a ria b e l b e b a s k e d u a n y a m e m p u n y a i d is trib u s i n o rm a l a ta u tid a k ( G h o z a li 2 0 0 2 ). P e n e litia n ini m e n g g u n a k a n u ji One Sample Kolmogorov Smirnov u n tu k m e n g u ji n o rm a lita s d a ta . D e n g a n d a s a r p e n g a m b ila n k e p u tu s a n b e rd a s a rk a n p a d a n ila i asymp. Sig (2-tailed), jika asymp. Sig >

0 ,0 5 , m a k a d is trib u s i d a ta a d a la h n o r m a l, b e g itu ju g a s e b a lik n y a j i k a asymp. Sig <

0 ,0 5 , m a k a d is trib u s i d a ta tid a k n o rm a l.