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Relationship Marketing among Coconut Sugar Traders, Main Suppliers, and Main Customers
Corresponding Author(s) : Rudhiana Salam
Nusantara Science and Technology Proceedings,
Multi-Conference Proceeding Series F
Abstract
This study aims to analyze relationship marketing among coconut sugar traders in Tonjongsari Village, Cikalong District, Tasikmalaya Regency, West Java, and their main suppliers and customers. The analytical method used is the Wilcoxon Signed Ranks Test, which is suitable for paired ordinal data. Data were collected through questionnaires and analyzed using SPSS 26 software. The analysis results show significant differences in the dimensions of trust, satisfaction, and dependence between suppliers and customers, with significance values of 0.038, 0.018, and 0.031, respectively, while the commitment dimension did not show a significant difference (0.713). The categorization results indicate that all relationship marketing dimensions are in the high category, both for the traders' perceptions of the main suppliers and customers. This study concludes that traders have better relationships with customers than with suppliers in terms of trust, satisfaction, and dependence, although commitment did not show significant differences. These findings provide insights for improving relationship marketing strategies in the future.
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- Asih, E. W. (2021). Saluran dan margin pemasaran gula kelapa di desa Nambaru Kecamatan Parigi Selatan Kabupaten Parigi Moutong. Jurnal Kolaboratif Sains, 4(12), 670–5.
- Azizah, E. N. (2016). Peran positif tengkulak dalam pemasaran buah manggis petani: Studi jaringan sosial tengkulak di Desa Karacak, Kecamatan Leuwiliang, Kabupaten Bogor. Indonesian Journal of Sociology and Education Policy, 1(1), 80–102.
- Azwar, S. (2022). Penyusunan skala psikologi edisi 2. Pustaka pelajar
- BPS Jabar. (2020). Propinsi Jawa Barat dalam Angka. Bandung: Badan Pusat Statistik Propinsi Jawa Barat
- BPS Kab. Tasikmalaya. (2022). Kecamatan Cikalong dalam angka. Tasikmalaya
- Butron, J. (2021). World atlas. [cited 2024 Mar 24]. The World Leaders In Coconut Production. Available from: https://www.worldatlas.com/articles/the-world-leaders-in-coconut-production.html
- Fields, C. (2013). Metaphorical motion in mathematical reasoning: Further evidence for pre-motor implementation of structure mapping in abstract domains. Cogn Process., 14(3), 217–29.
- Gibbons, J. D., & Chakraborti, S. (2021). Nonparametric statistical inference. 6th edition. Boca Raton: CRC Press
- Lestari, P. I. (2009). Kajian supply chain management; Analisis relationship marketing antara peternakan pemulihan farm dengan pemasok dan pelanggannya. Skripsi. IPB Bogor
- Pramita, N. H., Indriyani, S., & Hakim, L. (2013). Etnobotani upacara kasada masyarakat Tengger, di Desa Ngadas, Kecamatan Poncokusumo, Kabupaten Malang. Journal of Indonesian Tourism and Development Studies, 1(2), 52–61.
- Prasadana, R. G. (2022). Analisis implementasi strategi relationship marketing pada perusahaan PDAM Way Rilau Bandar Lampung. Jurnal Digilib Unila, 1–56.
- Sasongko, S. R. (2021). Faktor-faktor kepuasan pelanggan dan loyalitas pelanggan (literature review manajemen pemasaran). Jurnal ilmu manajemen terapan. 3(1), 104–14.
- Setyawan, A. A. (2023). Relationship marketing peritel dan mitra bisnis. Sumedang: Mega Press Nusantara
- The British Academy. (2010). Wilcoxon sign rank test practical. In: Wilcoxon test in SPSS (Practical). Briston: University of Bristol; 2010.
- Tjahyadi, R. A. (2006). Membangun hubungan jangka panjang pelanggan melalui relationship marketing. Jurnal Manajemen Maranatha, 5(2), 35–45.
References
Asih, E. W. (2021). Saluran dan margin pemasaran gula kelapa di desa Nambaru Kecamatan Parigi Selatan Kabupaten Parigi Moutong. Jurnal Kolaboratif Sains, 4(12), 670–5.
Azizah, E. N. (2016). Peran positif tengkulak dalam pemasaran buah manggis petani: Studi jaringan sosial tengkulak di Desa Karacak, Kecamatan Leuwiliang, Kabupaten Bogor. Indonesian Journal of Sociology and Education Policy, 1(1), 80–102.
Azwar, S. (2022). Penyusunan skala psikologi edisi 2. Pustaka pelajar
BPS Jabar. (2020). Propinsi Jawa Barat dalam Angka. Bandung: Badan Pusat Statistik Propinsi Jawa Barat
BPS Kab. Tasikmalaya. (2022). Kecamatan Cikalong dalam angka. Tasikmalaya
Butron, J. (2021). World atlas. [cited 2024 Mar 24]. The World Leaders In Coconut Production. Available from: https://www.worldatlas.com/articles/the-world-leaders-in-coconut-production.html
Fields, C. (2013). Metaphorical motion in mathematical reasoning: Further evidence for pre-motor implementation of structure mapping in abstract domains. Cogn Process., 14(3), 217–29.
Gibbons, J. D., & Chakraborti, S. (2021). Nonparametric statistical inference. 6th edition. Boca Raton: CRC Press
Lestari, P. I. (2009). Kajian supply chain management; Analisis relationship marketing antara peternakan pemulihan farm dengan pemasok dan pelanggannya. Skripsi. IPB Bogor
Pramita, N. H., Indriyani, S., & Hakim, L. (2013). Etnobotani upacara kasada masyarakat Tengger, di Desa Ngadas, Kecamatan Poncokusumo, Kabupaten Malang. Journal of Indonesian Tourism and Development Studies, 1(2), 52–61.
Prasadana, R. G. (2022). Analisis implementasi strategi relationship marketing pada perusahaan PDAM Way Rilau Bandar Lampung. Jurnal Digilib Unila, 1–56.
Sasongko, S. R. (2021). Faktor-faktor kepuasan pelanggan dan loyalitas pelanggan (literature review manajemen pemasaran). Jurnal ilmu manajemen terapan. 3(1), 104–14.
Setyawan, A. A. (2023). Relationship marketing peritel dan mitra bisnis. Sumedang: Mega Press Nusantara
The British Academy. (2010). Wilcoxon sign rank test practical. In: Wilcoxon test in SPSS (Practical). Briston: University of Bristol; 2010.
Tjahyadi, R. A. (2006). Membangun hubungan jangka panjang pelanggan melalui relationship marketing. Jurnal Manajemen Maranatha, 5(2), 35–45.