HUBUNGAN PEMASARAN (RELATIONSHIP MARKETING) AGRIBISNIS BERAS ORGANIK
Abstract
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 .
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DOI: https://doi.org/10.21107/agriekonomika.v6i2.3080
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