Pengaruh Kepercayaan dan Komitmen Terhadap Hubungan Kemitraan Antara PT Saung Mirwan dengan Mitra Tani

Abstract

The more open and competitive global business environment has encouraged business practitioners including agribusiness firms to adapt to the change through such relationship marketing approach ‘cooperative to compete’. PT Saung Mirwan has developed relationship marketing since 1992 in order to improve its competitiveness in a highly qualified vegetable market in both domestic and international. It is not an easy way to build and maintain relationship marketing with more than 200 small-scale farmers (mitra tani) throughout Bogor who produce different types of vegetables without sufficient degree of kepercayaan dan komitmen. Therefore this study aims at (1) describing and evaluating types of marketing relationship between mitra tani and PT Saung Mirwan including their demographic and business characteristics and contract farming, (2) analyzing simultaneously relationships between kepercayaan dan komitmen and their antecedent factors and their influence to the successful of relationship marketing between PT Saung Mirwan and mitra tani.This study involves 107 mitra tani in Bogor who has been doing marketing relationship more than one year. The data are collected through a survey method using questionnaire and interview as instrument. The impact of kepercayaan dan komitmen on a successful relationship using Structural Equation Modeling (SEM) supported by LISREL 8.30-Software.The majority of mitra tani satisfy to overall relationship marketing performance although there are several aspects of the contract farming in term of the content and the implementation require improvement. Cooperative is the way to assist overcoming problems facing by mitra tani. The majority of mitra tani has also good commitment and trust to the relationship because they feel having similar vision to PT Saung Mirwan and believe that the firm does not act opportunistically. Moreover, the relationship marketing model shows that kepercayaan dan komitmen have a positive impact to the overall aspect of successful relationship marketing. As foundation of the successful of relationship marketing, kepercayaan dan komitmen are positively supported by shared common values and positive behavior of non opportunistic. However, shared benefit has no significant influence to commitment. On the other hand, shared communication shows negative impact to trust which indicates the need to improve effective and positive communication. Further researches should be conducted in term of a more comprehensive analysis of relationship marketing model.