HUBUNGAN PEMASARAN (RELATIONSHIP MARKETING) AGRIBISNIS BERAS ORGANIK

Silvana Maulidah, Djoko Koestiono, May Vindari

Abstract


Agribisnis merupakan sebuah sistem yang mengaitkan proses usahatani dengan subsistem hulu dan hilir. Setiap elemen entitas sepanjang rantai dalam agribisnis mempunyai hubungan saling ketergantungan. Hubungan tersebut disebut hubungan pemasaran (relationship marketing), merupakan pendekatan dalam pemasaran yang didasarkan pada pengembangan hubungan jangka panjang dengan pemasok dan pelanggan. Tujuan penelitian ini adalah menganalisis hubungan pemasaran (relationship marketing) agribisnis beras organik dan tingkat keterikatannya. Kajian hubungan tersebut meliputi: costomer service, quality and marketing. Dalam menjalankan kegiatan bisnisnya, unit bisnis beras organik bekerjasama dengan petani padi organik sebagai pemasok dan distributor beras organik sebagai pelanggan. Hubungan kerjasama dievauasi melalui analisis tingkat relationship marketing yang ditinjau dari 4 dimensi (kepercayaan, komitmen, kepuasan, dan ketergantungan), serta tingkat keterikatan relationship marketing yang terjalin dengan rekan bisnisnya, dengan menggunakan metode scoring.  Hasil penelitian menunjukkan: bahwa tingkat relationship marketing antara unit bisnis beras organik dengan petani padi organik dan dengan pelanggan beras organik berada pada kategori sedang. Hal ini menunjukkan bahwa antara unit bisnis beras organik, petani padi organik, dan pelanggan beras organik telah memiliki kepercayaan satu sama lain, memiliki komitmen untuk menjalin kerjasama jangka panjang, puas terhadap kinerja rekan bisnis, dan tergantung terhadap rekan bisnisnya. Tingkat keterikatan relationship marketing yang terjalin antara pelaku agribisnis beras organik adalah pada level koordinatif. Pada level ini hubungan yang terjalin antar pelaku agribisnis beras organik lebih dari sekedar kegiatan transaksional karena telah ada ikatan yang lebih erat.

RELATIONSHIP MARKETING OF ORGANIC RICE AGRIBUSINESS

ABSTRACT
Agribusiness is a farming system that associates on farming processes with the up stream and downstream subsystem.  Each element throughout the chain in agribusiness entities have a interdependence relationship. That  is called relationship marketing, a marketing approach that is based on developing long-term relationships with suppliers and customers. The purposes of this reseach are: . analyzing of organic rice agribusiness relationship marketing and the level of its attachment. Study of the relationship includes: costomer service, quality and marketing. In carrying out its business activities, the rice organic business unit is cooperating with organic rice farmers as suppliers and distributors of organic rice as customers. The relationship between rice organic business unit with the business partner is evaluated through the level of relationship marketing analysis in terms of 4 dimensions (trust, commitment, satisfaction, and dependency), and the level of attachment relationship marketing that exists with their business partner, that using scoring method .The results of analysis show that the level of relationship marketing between rice organic business unit with organic rice farmers and organic rice customers are on normal category. This show that between rice organic business unit, organic rice farmers, and organic rice customers have trust in each other, a commitment to establish long-term cooperation, satisfied with the performance of business partners, and dependent on its business partner . Level of relationship marketing attachment that exists between agribusiness organic rice is at the level of coordinatio . At this level the relationship between agribusiness, organic rice is more than just a transactional activity because there has been closer  relationship .


Keywords


customer relationship marketing, agribisnis, beras organik

Full Text:

PDF

References


Hidayati, D. R. (2016). Strategi Komunikasi Pemasaran Usaha Skala Mikro ( Micro Enterprise ) Kub Bajrah Gunah Klampis Bangkalan Pada Produk Terasi , Petis dan Kerupuk Ikan Agriekonomika, ISSN 2301-9948. Agriekonomika , ISSN 2301-9948, 5, 104–112.

Hougard S, B. M. (2002). Strategic Relationship Marketing. Germany: Spring-Verlag, Heidelberg.

Singh, J., & Sirdeshmukh, D. (2000). Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments. Journal of the Academy of Marketing Science, 28(1), 150–167. https://doi.org/10.1177/0092070300281014

Skinner, S. J., Gassenheimer, J. B., & Kelley, S. W. (1992). Cooperation in Supplier-Dealer Relations. Journal of Retailing.pdf. Journal of Retailing, 28(1), 150–167.

Spekman, R., Kamauff John, W., & Myhr, N. (1998). An empirical investigation into supply chain management: a perspective on partnerships. International Journal of Physical Distribution & Logistics Management, 28(8), 630–650.

Supriharyanti, E. (2005). Supplier Relationship Management Dalam Pendekatan Contigency Dan Best Practice. Jurnal KINERJA, 9(1), 67–80.

Wahyurini, E. T., & Zahro, A. (2017). Pemasaran Komprehensif Dalam Agribisnis Lorjuk (Solen Grensalis) di Kabupaten Pamekasan Madura. Agriekonomika, 6(1), 86–96. https://doi.org/10.21107/agriekonomika.v6i1.1903




DOI: http://dx.doi.org/10.21107/agriekonomika.v6i2.3080

Refbacks

  • There are currently no refbacks.




Copyright (c) 2017 Agriekonomika

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.


Agriekonomika Journal Indexed by:

 

            
 
 
Creative Commons License
Copyright @ 2013 Department of Agribusiness, Faculty of Agriculture Trunojoyo University