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All Journal Abdimas Galuh: Jurnal Pengabdian Kepada Masyarakat Nusantara Science and Technology Proceedings Journal of Agri Socio Economics and Business Agrimansion: Agribusiness Management & Extension Asian Journal of Community Services (AJCS) Jurnal Ilmiah Multidisiplin (JUKIM) Strata Law Review
Salam, Rudhiana
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Agriculture, Biological Sciences & Forestry Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Medicine & Pharmacology Nursing Social Sciences

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Journal : Nusantara Science and Technology Proceedings

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Relationship Marketing among Coconut Sugar Traders, Main Suppliers, and Main Customers Salam, Rudhiana; Primary, Metty Agustine; Rahmat
Nusantara Science and Technology Proceedings Multi-Conference Proceeding Series F
Publisher : Future Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11594/nstp.2024.4605

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.
Co-Authors Abdul Mutolib Bahar, Rizki Risanto Benatar, Gilang Vaza Erviyana Windiastuti Hartoyo, Tedi Hendar Nuryaman Juhaeni, Ade Hilman Metty Agustine Primary Metty Agustine Primary, Metty Agustine Mutiarasari, Nurul Risti Nirwanto, Yogi Putra, Aquinaldo Sistanto Putri, Pretisila Kartika Rahmat Rahmat Rahmat Ruslan, Januar Arifin Siddiq, Nurman Suhardjadinata, Suhardjadinata Visi Tinta Manik Yuliyani, Leny