skip to main content

RELATIONSHIP MARKETING BASED ON LINKS BETWEEN AGRIBUSINESS ACTORS AND EDUCATION (CASE STUDY AT PT. TANIKOTA AGRICULTURAL EDULESTARI)

*Shelsiya Nikela  -  Faculty of Agriculture, Padjadjaran University, Indonesia, Indonesia
Agriani Hermita Sadeli  -  Faculty of Agriculture, Padjadjaran University, Indonesia, Indonesia
Mahra Arari Heryanto  -  Faculty of Agriculture, Padjadjaran University, Indonesia, Indonesia
Sulistyodewi Nur Wiyono  -  Faculty of Agriculture, Padjadjaran University, Indonesia, Indonesia
Open Access Copyright 2022 Agrisocionomics: Jurnal Sosial Ekonomi Pertanian under http://creativecommons.org/licenses/by-sa/4.0.

Citation Format:
Abstract

The competition between business actors in the agricultural sector with almost the same form of business triggers competition between business actors. Companies compete with each other through their strategies in order to maintain the existence of their business and consumers, such as using relationship marketing strategy. This study aimed to understand the pattern of relationship marketing and value exchange at PT. Edusustainable Agricultural Tanikota in Dago, Bandung City. This study adopted a qualitative method with a case study design. The model used to identify stakeholder relationships was the six market models and the exchange of values between actors uses holo mapping. The results of the study indicated that PT. Tanikota Agriculture Edulestari already had five market models, namely the customer market, internal market, referral market, influence market, and recruitment market and do not yet have the potential stakeholders of supplier/alliance market. The exchange of value that occurs in this relationship is the exchange of products and services that generate income. Exchange of value in knowledge that were analyzed were in the form of cultivation insight, agro-education development, marketing and technology. The exchange of value on intangible benefits includes a sense of trust and commitment. Exchange of value in knowledge that were analyzed were in the form of cultivation insight, agro-education development, marketing and technology. 

Fulltext View|Download
Keywords: actor linkages, relational marketing, value exchange

Article Metrics:

  1. Allee, V. 2000. Reconfiguring the value network. Journal of Business strategy, 21(4), 36-36
  2. Central Bureau of Statistics. 2019. 2019 Economic Census Business/Company Registration Results
  3. Creswell, J. C. 2014. Research design: Qualitative, Quantitative, and Mixed Methods Approaches (4th ed.). Thousand Oaks
  4. Indra, H. S. 2017. Feasibility Analysis of Red Potato Farming (Solanum tuberosum var. Desiree) in Nagari Sungai Nanam, Lembah Gumanti District, Solok Regency. Dissertation. Andalas University Postgraduate Program. Retrieved from http://scholar.unand.ac.id/id/eprint/30586
  5. Melati, R., & A. H. Sadeli. 2017. Relationship Marketing and Value Networks in Agricultural Cooperatives (Case Study at the Golden Gate Agricultural Cooperative in Cibodas Village, Lembang District, West Bandung Regency, West Java). DeReMa: Journal of Management, 12(2), 227-242
  6. Muntazia, E., & D. Prihandini. 2020. Analysis of Consumer Behavior at the Mini Market 212 Martujung Harapan Bekasi. Journal of Applied Business, 2(2), 128–130. https://ojs.stiami.ac.id/index.php/JUMABI
  7. Payne, A., D. Ballantyne, & M. Christopher. 2002. Relationship Marketing: Creating Stakeholder Value. Butterworth Heinemann: Oxford
  8. Payne, A., D. Ballantyne, & M. Christopher. 2005. A stakeholder approach to relationship marketing strategy. The development and use of the "six markets" model. European Journal of Marketing, 39(7–8), 855–871. https://doi.org/10.1108/03090560510601806
  9. Peck, H., A. Payne, M. Christopher, & M. Clark. 1999. Relationship marketing: strategy and implementation. The Chartered Institute of Marketing, 15, 525. http://books.google.co.uk/books?id=kP_DWa07x6MC
  10. Sadeli, A. H., & H. N. Utami. 2014. Business success through relationship marketing identification of red chili producers based on the six market models. Presented at International Global Trends in Academic Research (GTAR, 2-3 June 2014). Global Illuminators. Retrieved from https://www.globalilluminators.org/wp-content/uploads/2014/09/GTAR%2014-492.pdf
  11. Sugiyono. 2016. Quantitative, Qualitative and R&D Educational Research Methods. Bandung: Alfabeta

Last update:

No citation recorded.

Last update:

No citation recorded.