KEY FACTORS DETERMINING RELATIONSHIP MARKETING IN THE FOOD E-COMMERCE NETWORK: A BUSINESS-TO-BUSINESS SERVICE PERSPECTIVE

Hesty Nurul Utami, Dini Turipanam Alamanda

Abstrak


Abstrak

Diskusi mengenai paradigma bisnis dan pemasaran telah diteliti dengan mengubah fokus dari fokus terhadap produk menjadi fokus terhadap pelanggan dengan mengacu pada orientasi logika dominasi layanan. Perkembangan teknologi digital seperti internet dan media sosial telah mempengaruhi praktek bisnis dan pemasaran dalam melakukan praktek bisnis online, seperti contohnya e-commerce, termasuk di dalamnya bisnis makanan. Studi ini mengeksplorasi mengenai faktor – faktor yang menentukan hubungan pemasaran di dalam jaringan bisnis e-commerce makanan. Metode penelitian induktif digunakan dalam studi ini, dan data dianalisis dengan menggunakan analisis data tematik berdasarkan hasil wawancara mendalam yang dilakukan dengan berbagai pelaku bisnis yang terlibat di dalam rantai e-commerce makanan. Hasil penelitian menunjukkan tujuh elemen kritis yang akan menentukan kesuksesan hubungan pemasaran di dalam jaringan bisnis e-commerce makanan: komitmen, komunikasi, kepercayaan, koordinasi, reputasi, profesionalisme, dan risiko di dalam hubungan. Hasil analisis memberikan dasar lebih lanjut untuk pengembangan hubungan pemasaran di dalam bisnis makanan di dalam menggunakan e-commerce dengan dilandasi logika dominasi layanan sebagai prinsip dasar yang digunakan oleh petani produsen, pedagang, dan pelaku ritel atau pengecer.

Kata kunci: hubungan pemasaran, nilai hubungan, logika dominasi layanan, e-commerce makanan, perdagangan antar usaha (perusahaan)

Abstract

Discussion about the business and marketing paradigm is observed by shifting the focus from product-focused to customer-focused with service-dominant logic orientation. Digital technology advancement, such as the Internet and social media, has influenced business and marketing practices into online business, such as e-commerce, including food businesses. This study explored the factors determining marketing relationships in the food e-commerce network. An inductive research method was applied, and data were analysed using thematic analysis based on in-depth interviews with various business actors involved in the food e-commerce chain. The results reveal seven critical elements that determine a success relationship marketing in the food e-commerce network: commitment, communication, trust, coordination, reputation, professionalism, and relationship risk. The analysis provides a foundation for further development of relationship marketing in the food businesses on using e-commerce and service-dominant logic as the underlying principle for farmer producers, traders or suppliers, and retailers.

Keywords: relationship marketing, relationship value, service-dominant logic, agri-food e-commerce, business-to-business

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Referensi


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DOI: https://doi.org/10.24198/agricore.v6i2.37354

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