CD Skripsi

Peran Nilai Pelanggan Dalam Memediasi Pengaruh Strategi Pemasaran Terhadap Kinerja Pemasaran Pada Petani Karet Rakyat Di Kecamatan Sentajo Raya Kabupaten Kuantan Singingi

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ABSTRACT
Marketing activities of farmers' rubber products in Sentajo Raya District based on marketing strategies require increasing customer value in achieving superior marketing performance. The aims of this study were to 1) analyze the indirect effect of market strategy and marketing mix strategy on marketing performance through customer value on rubber farmers, 2) analyze the role of the mediating effect of customer value (perfect mediation and partial mediation) in the influence of market strategy and marketing mix strategy on the marketing performance of rubber farmers. The research was conducted on smallholder rubber farmers in Sentajo Raya District, Kuantan Singingi Regency with a total sample of 36 respondents selected by Simple Random Sampling. The data analysis tool used in this study is the Sobel test and VAF calculation. The results of this study indicate that: 1) the effect of market strategy on marketing performance through customer value is not significant, which means that the customer value variable has not been able to mediate the relationship between market strategy and marketing performance. Meanwhile, the effect of marketing mix strategy on marketing performance through customer value is significant, which means that the customer value variable can mediate the relationship between marketing mix strategy and marketing performance. 2) the effect of market strategy on marketing performance through customer value has no mediating effect, while the role of the mediating effect of customer value on the influence of marketing mix strategy on marketing performance is partial mediation of 0.540 or 54.0%.
Keywords: market strategy, marketing mix strategy, customer value, marketing performance

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1706111451

Penerbit

Pekanbaru : Universitas Riau –Fakultas Pertanian–Agribisnsis., 2022

Deskripsi Fisik

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Bahasa

ISBN/ISSN

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Klasifikasi

1706111451

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

AGRIBISNIS

Info Detail Spesifik

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Pernyataan Tanggungjawab

DAUS

Versi lain/terkait

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