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All Journal Jurnal Penyuluhan Jurnal Sosio Ekonomika Bisnis JIP (Jurnal Industri dan Perkotaan) AGRIEKONOMIKA Jurnal Online Mahasiswa (JOM) Bidang Pertanian AGRISE Jurnal Pengabdian Kepada Masyarakat (Indonesian Journal of Community Engagement) E-Dimas: Jurnal Pengabdian kepada Masyarakat Jurnal Agribisnis Jurnal Ilmiah Pertanian Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis JURNAL ILMIAH MAHASISWA AGROINFO GALUH Jurnal Penelitian dan Pengabdian Kepada Masyarakat UNSIQ JURNAL AGRICA Unri Conference Series: Agriculture and Food Security Jurnal Kajian Peradaban Islam PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat Jurnal Abdimas Mandiri JAS (Jurnal Agri Sains) Abdimas Galuh: Jurnal Pengabdian Kepada Masyarakat Jurnal Pengabdian Masyarakat Teknik Reswara: Jurnal Pengabdian Kepada Masyarakat MAHATANI: Jurnal Agribisnis (Agribusiness and Agricultural Economics Journal) Journal of Rural and Urban Community Empowerment Jurnal Kajian Peradaban Islam Jurnal Pengabdian Masyarakat untuk Negeri (UN-PENMAS) AJARCDE (Asian Journal of Applied Research for Community Development and Empowerment) Sagu PEKBIS ABDINE Jurnal Pengabdian Masyarakat Agribis JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian dan Agribisnis International Journal of Trends in Accounting Research Jurnal Riset Manajemen Akuntansi Indonesia IJAE IPTEKIN : Jurnal Kebijakan Pembangunan dan Inovasi JP2N: Jurnal Pengembangan Dan Pengabdian Nusantara Agrinus: Jurnal Agro Marin Nusantara Jurnal Natur Indonesia
Yeni Kusumawaty
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THE EFFECT OF MARKET STRATEGY ON MARKETING PERFORMANCE OF SMALLHOLDER RUBBER FARMERS IN CENTRAL KUANTAN DISTRICT, KUANTAN SINGINGI REGENCY Elizabet Sona Br Tambunan; Shorea Khaswarina; Yeni Kusumawaty
Agricultural Socio-Economics Journal Vol 22, No 1 (2022): JANUARY
Publisher : Socio-Economics/Agribusiness Department

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.agrise.2022.022.1.4

Abstract

This study aims to analyze the effect of market strategy on marketing performance in smallholder rubber in Kuantan Tengah District, Kuntang Singingi Regency, Riau. These market strategies include market shaping strategies, customer engagement strategies, and technology leadership strategies. The population in this study found 225 people from 1 Gapoktan and 9 farmer groups in Kuantan Tengah District. The research sample was 15% of the population, namely 34 people who were selected by random sampling method. Data analysis used descriptive analysis and multiple linear regression models. The results of the analysis show that the respondent's level of achievement reaches 80,82% for market strategy and 74,22% for marketing performance, both of which are in the good level category. The value of sig.t for X1 is 0.861, the value of sig.t for X2 is 0,342, the value of sig.t for X3 is 0,585 is greater than the significance level (α), then the formation of market strategy, customer involvement, and technology leadership partially have no significant effect. significant to marketing performance. The sig.F value of 0,728 is higher than the significance level (α), so the formation of market strategy, customer involvement, and technology leadership simultaneously do not have a significant effect on marketing performance.
THE INFLUENCE OF CUSTOMER VALUE ON MARKETING PERFORMANCE FOR SMALLHOLDER RUBBER FARMERS IN KUANTAN MUDIK DISTRICT, KUANTAN SINGINGI REGENCY Washilatul Huda; Shorea Khaswarina; Yeni Kusumawaty
Agricultural Socio-Economics Journal Vol 22, No 3 (2022): JULY
Publisher : Socio-Economics/Agribusiness Department

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.agrise.2022.022.3.6

Abstract

The success of customer value can affect the marketing performance of rubber. The research was conducted in Kuantan Mudik District, Kuantan Singingi Regency, Riau. The purpose of this study was to determine the effect of customer value on emotional value, social value, quality value, and price value on smallholder rubber farmers. The population in this study were 205 farmers, the sample was taken 15% of the population of 31 farmers selected by simple random sampling technique. Analysis of the data used is multiple linear regression analysis with SPSS application. The results of the study explain sig.t value for X1 is 0.003, sig.t value of X2 is 0.014, sig. t value of X3 is 0.021 which is smaller than the 0.05 level of significance. This means that X1, X2, and X3 partially have a significant effect marketing performance. While sig t value of X4 is 0.216 which is greater than the significant level, means price value partially has no significant effect marketing performance. f-test results sig.f value of 0.000 is smaller than the significant level of 0.05, meaning that the customer value seen from the emotional, social, quality, and price values simultaneously has a significant effect on increasing marketing performance.
THE EFFECT OF MARKET STRATEGY ON MARKETING PERFORMANCE OF SMALLHOLDER RUBBER FARMERS IN CENTRAL KUANTAN DISTRICT, KUANTAN SINGINGI REGENCY Elizabet Sona Br Tambunan; Shorea Khaswarina; Yeni Kusumawaty
Agricultural Socio-Economics Journal Vol. 22 No. 1 (2022): JANUARY
Publisher : Socio-Economics/Agribusiness Department

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.agrise.2022.022.1.4

Abstract

This study aims to analyze the effect of market strategy on marketing performance in smallholder rubber in Kuantan Tengah District, Kuntang Singingi Regency, Riau. These market strategies include market shaping strategies, customer engagement strategies, and technology leadership strategies. The population in this study found 225 people from 1 Gapoktan and 9 farmer groups in Kuantan Tengah District. The research sample was 15% of the population, namely 34 people who were selected by random sampling method. Data analysis used descriptive analysis and multiple linear regression models. The results of the analysis show that the respondent's level of achievement reaches 80,82% for market strategy and 74,22% for marketing performance, both of which are in the good level category. The value of sig.t for X1 is 0.861, the value of sig.t for X2 is 0,342, the value of sig.t for X3 is 0,585 is greater than the significance level (α), then the formation of market strategy, customer involvement, and technology leadership partially have no significant effect. significant to marketing performance. The sig.F value of 0,728 is higher than the significance level (α), so the formation of market strategy, customer involvement, and technology leadership simultaneously do not have a significant effect on marketing performance.
THE INFLUENCE OF CUSTOMER VALUE ON MARKETING PERFORMANCE FOR SMALLHOLDER RUBBER FARMERS IN KUANTAN MUDIK DISTRICT, KUANTAN SINGINGI REGENCY Washilatul Huda; Shorea Khaswarina; Yeni Kusumawaty
Agricultural Socio-Economics Journal Vol. 22 No. 3 (2022): JULY
Publisher : Socio-Economics/Agribusiness Department

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.agrise.2022.022.3.6

Abstract

The success of customer value can affect the marketing performance of rubber. The research was conducted in Kuantan Mudik District, Kuantan Singingi Regency, Riau. The purpose of this study was to determine the effect of customer value on emotional value, social value, quality value, and price value on smallholder rubber farmers. The population in this study were 205 farmers, the sample was taken 15% of the population of 31 farmers selected by simple random sampling technique. Analysis of the data used is multiple linear regression analysis with SPSS application. The results of the study explain sig.t value for X1 is 0.003, sig.t value of X2 is 0.014, sig. t value of X3 is 0.021 which is smaller than the 0.05 level of significance. This means that X1, X2, and X3 partially have a significant effect marketing performance. While sig t value of X4 is 0.216 which is greater than the significant level, means price value partially has no significant effect marketing performance. f-test results sig.f value of 0.000 is smaller than the significant level of 0.05, meaning that the customer value seen from the emotional, social, quality, and price values simultaneously has a significant effect on increasing marketing performance.
THE EFFECT OF MARKETING MIX STRATEGY ON MARKETING PERFORMANCE OF SMALLHOLDER RUBBER FARMERS IN GUNUNG TOAR DISTRICT, KUANTAN SINGINGI REGENCY Bella Fadila; Shorea Khaswarina; Yeni Kusumawaty
Agricultural Socio-Economics Journal Vol. 22 No. 4 (2022): OCTOBER
Publisher : Socio-Economics/Agribusiness Department

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.agrise.2022.022.4.1

Abstract

The development of the plantation sub-sector with a marketing mix strategy approach is a comprehensive and sustainable solution for the development of human and economic resources in rural areas. Marketing performance is used to determine the level of marketing success. The purpose of this study was to analyze the effect of marketing mix strategy consisting of differentiation of agricultural products, functionalization of elasticity of agricultural products, added value and resonance on the marketing performance of smallholder rubber farmers in Gunung Toar District, Kuantan Singingi Regency. The population in this study were smallholder rubber farmers with a sample of 34 farmers who were determined by the simple random sampling method. The data analysis method used is multiple linear regression using SPSS software. The results showed that the marketing mix strategy consisting of agricultural product differentiation (X1) and agricultural product elasticity functionalization (X2) had a significant effect, and added value (X3) and resonance (X4) had no significant effect on marketing performance. smallholder rubber farmers in Kab. Mount Toar, Kuantan Singingi Regency.
THE ROLE OF CUSTOMER VALUE MEDIATE THE RELATIONSHIP OF MARKETING STRATEGY TO MARKETING PERFORMANCE ON RUBBER FARMERS IN SENTAJO RAYA DISTRICT, KUANTAN SINGINGI REGENCY Maulia Nur Afifah; Shorea Khaswarina; Yeni Kusumawaty
Agricultural Socio-Economics Journal Vol. 22 No. 3 (2022): JULY
Publisher : Socio-Economics/Agribusiness Department

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.agrise.2022.022.3.7

Abstract

This study aims to analyze the role of customer value as an intervening variable/mediation of the influence of marketing strategy on the marketing performance of smallholder rubber farmers in Sentajo Raya District, Kuantan Singingi Regency. Sampling in this study was 15% of the population as many as 36 smallholder rubber farmer respondents with each sample must be taken proportionally according to the population in two villages, namely Jalur Patah Village and Parit Teratak Air Hitam Village in Sentajo Raya District. The sampling technique was done by random sampling. The data analysis tool used in this research is SmartPLS 3.0 Sobel test and VAF calculation. The results of this study indicate that the customer value variable cannot mediate the relationship between market strategy and marketing performance. While the customer value variable can mediate the relationship of marketing mix strategy to marketing performance where the role of the mediating effect of customer value is partial mediation of 0.540 or 54.0%.
Co-Authors Ahmad Rifai Alvi Furwanti Alwie Angraini, Elisya Apri Siswanto Aprilia Aprilia, Aprilia Aras Mulyadi Armaini Armaini Assad Triafrian Alhamdani Azriyenni Azhari Zakri Bella Fadila Bella Fadila Cepriadi Dayu Ananda Dessy Artina Devi Wedayanti, Made Didi Muwardi Dini Septianingsih Ginting Dira Rezki Anggreni Djaimi Bakce Dwi Febri Pamela E Tety Eliza Eliza Eliza Eliza Eliza Eliza Eliza Elizabet Sona Br Tambunan Elsa Azzahra Erdiansyah Erdiansyah Ermi Tety Ermi Tety Evi Deliana HZ Evy Maharani Evy Maharani Faiser, Adli Fajar Restuhadi Feblil Huda Fikram, Muhammad Firdaus Alam Budi Firdaus Firdaus Gevisioner Hamidi, Muhammad Rasyid Hayatul Ismi Heryudarini Harahap Hidayat, Dina Ihsannul hakim Ikhma Zurani Jumatri Yusri Junia Safitri, Dela Kurnia, Deby Laily, Noer Maulia Nur Afifah Maulia Nur Afifah Mulawati Purwanti Noviana, Ika Neli Winda Sari Novia Dewi Novia Dewi Novia Tulaina Novian Novian Novian, Novian Nugroho, Muhammad Awal Satrio Nurfitasari, Mimi Nurny Sofwah Sifqiani Ocenia, Yolanda pangestra, gusti Pertiwi, Dina Anggun Prafes, Prendy Rahmayuni Rahmayuni Rahmayuni Rahmayuni Rahmayuni, Rahmayuni Rani Astuti Rasyid, TH Reni Astarina Restuhadi, Fadjar Rifai, A Rifai, Ahmad Rosnita Rosnita Rosnita Rosnita Roza Yulida Roza Yulida S Tarigan S Tarigan Sakina Suzianti Sakti Hutabarat Septya, Fanny Shanti Fitriani Shorea Khaswarina Sihombing, Andre Saputra Hasiholan SISPA PEBRIAN Sonia Magdalena Sri Utami Rahmasari Sundari, Eva Susy Edwina Syaiful Hadi Syamsiar, Syamsiar Tengku Harunur Rasyid Tengku Harunur Rasyid Tengku Harunur Rasyid Tety, E TH Rasyid Tiara, Rindi Ulfia Hasanah Uswatun Khasanah, Uswatun Khasanah Vesdia Afifah Vivin Seygita, Vivin Warso Syahputra, Hasan Washilatul Huda Washilatul Huda Wedayanti, Made Devi Yelmida Azis Yulia Andriani, Yulia Yusmini Yusmini Yusmini Yusmini Yusmini, Yusmini Yusri, Jum'atri