Relationship Marketing in Agricultural Products: Empirical Evidence from the Agricultural Sector in Western Region of Java

Abstract

Relationship marketing in agricultural products market alleged marred by the behavior of people who engage in such activity. Interactions between actors are not only based on the principle of trading alone but also social and cultural aspects have a crucial role in the color pattern of relationships that occur. To reveal how much social and cultural influences play in the relationship marketing of agricultural products including vegetables and fruits and poultry pieces. The main purpose of this study is to examine the pattern of relationship marketing as well as identifying key factors that influence the occurrence of relationship marketing of agricultural products in West Java. The study was conducted with a quantitative approach, involving 256 respondents and a qualitative approach through indepth interviews. Structural modeling is used to parse the linkages between factors in relationship marketing.