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Shorea Khaswarina
Universitas Riau
Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Immunology & microbiology Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Nursing Physics Public Health Social Sciences Other

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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 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 ', Rosnita Acriski ' Adi Ruslan Agus Ferianto Manik Agustina, Dwi Alisa Ahmad Rifai Almasdi Syahza Ananda Pratama Andre Julian Pinem Arie Shandy Arif Rahman Zikri Arif Rahman Zikri, Arif Rahman Arif Suganda Aulia Muhaimin Bamba Indalis Bella Fadila Bobby Irtanto Cepriadi Dasya Fitriana Putri Dayu Ananda Devi Arnela DIAN WULANDARI Didi Muwardi Djaimi Bakce Dwi Alisa Agustina Eliza ' Eliza ' ' Eliza - Eliza Eliza Eliza Eliza Eliza Eliza Elizabet Sona Br Tambunan Ennie Cahyadi Eri Sayamar ermi tety Ermi Tety Ermi Tety Ermitety Ermitety Ermy Tetty Etik Purnami Etik Purnami Evi Maharani Evi Maharani Evy Maharani Evy Maharani Evy Maharani Evy Maharani Evy Maharani Fajar Restuhadi Fanny Septya Fujiastari Satriati, Fujiastari Hedron Asfira Monzery Henny Rasmiati Ihsannul hakim Indo Muharram Afdillah Indriatsari Indriatsari Ira Rukayah, Ira Isro Nadiyah Jelianti Lubis Jelianti Lubis Kusnanto ' Lara Trisiana Latipa Hannum, Latipa Leny Surya Hutami Nainggolan Masnilam ' Maulia Nur Afifah Maulia Nur Afifah Melysari Nasution Mona Herlita, Mona Muhamad Iskandar Muhammad Reza Nurhedianto Murniati Murniati Nasution, Melysari NIRMALA SARI Novi Dwi Ningsih Novi Ulya Sari Novia Dewi Novia Dewi NOVIA DEWI Novia Dewi Nur Meganingsih Putri Wulandari PUTRI WULANDARI Refliana ' Rezky Desriani, Rezky Riska Anggrianti Riswan Effendi Rizka Febri Ramadhani Rosnita Rosnita Saffira Anestika Sakina Suzianti SAPUTRA, YOGI SEPTA Shintya Wulandari Siti Fatonah Siti Siti Khotijah Sri Catur Setyawatiningsih Sri Indayah Handayani Sri Sulastri Purnamasari Suardi Tarumun Suardi Tarumun Sujarwati Sujarwati Susy Edwina Syafrini Rizki Rahmah TETY, ERMI Wahyuni ' Washilatul Huda Washilatul Huda Yemima Siregar, Yemima Yeni Kusumawaty Yogi Septa Saputra Yusmini ' Yusmini Yusmini Yusriwandi Yusriwandi YUSRIWANDI YUSRIWANDI Yusrizal Husein