Purwati, AdeCindyJunadha (2015) Analisis Relationship Marketing Pada Agroindustri Gula Di Kabupaten Tulungagung (Studi Kasus Kemitraan Antara Pabrik Gula Modjopanggoong Dengan Petani Tebu Di Kecamatan Ngantru, Kabupaten Tulungagun. Sarjana thesis, Universitas Brawijaya.
Abstract
Tebu merupakan salah satu tanaman perkebunan yang mempunyai peran penting, yaitu menjadi bahan baku utama pembuatan gula dan menjadi salah satu kebutuhan pokok masyarakat Indonesia. Kebutuhan gula di Indonesia semakin meningkat, tetapi tidak diimbangi dengan kenaikan produksi gula, maka dari itu diperlukan adanya kerjasama yang baik antara pabrik gula dengan petani tebu untuk meningkatkan produksi gula di Indonesia. Di Kabupaten Tulungagung terdapat salah satu perusahaan yang mengolah tebu menjadi gula pasir yaitu Pabrik Gula (PG) Modjopanggoong yang berdiri dibawah naungan PTPN X. Untuk memenuhi permintaan gula, PG. Modjopanggoong melakukan hubungan kemitraan dengan petani tebu. Kemitraan antara PG. Modjopanggoong dengan petani tebu mengalami beberapa masalah, diantaranya terkait dengan kurangnya kepuasan dan keterbukaan informasi dikedua belah pihak. Selain itu, persaingan dalam perolehan bahan bahan baku dan pemasaran produk biasa terjadi dalam dunia kerja, maka dari itu PG. Modjopanggoong harus mampu membangun dan memelihara hubungan yang baik dengan petani mitra. Terciptanya hubungan yang kuat antara pabrik dengan petani mitra merupakan salah satu strategi manajemen rantai pasok, sehingga pada akhirnya loyalitas dan kesetiaan dari masing-masing pihak dalam kemitraan dapat berjalan dalam kurun waktu yang lama. Tujuan dari penelitian ini adalah (1) mendiskripsikan aliran rantai pasok agroindustri gula pada kemitraan antara PG. Modjopanggoong dengan petani mitra di Kecamatan Ngantru, Kabupaten Tulungagung. (2) menganalisis relationship marketing agroindustri gula antara PG. Modjopanggoong dengan petani mitra di Kecamatan Ngantru, Kabupaten Tulungagung. (3) menganalisis tingkat keterikatan relationship marketing agroindustri gula antara PG. Modjopanggoong petani dengan mitra di Kecamatan Ngantru, Kabupaten Tulungagung. Lokasi penelitian ditentukan secara purposive yang terletak di Desa Sidorejo, Kec. Kauman, Kab. Tulungagung. Resoponden penelitian ini dari agroindustri gula terdapat dua kelompok, yaitu perwakilan dari PG. Modjopanggoong dan petani mitra. Responden PG. Modjopanggoong ditentukan dengan juri opini eksekutif, sedangkan responden petani mitra menggunakan metode purposive sampling secara gugus bertahap (multistage sampling). Penelitian ini menggunakan analisis deskriptif menggunakan skala Likert. Relationship marketing pada agroindustri gula diukur dengan empat dimensi yaitu kepercayaan, komitmen, kepuasan, dan ketergantungan. Tingkat keterikatan relationship marketing terdiri dari level kooperatif, koordinatif, dan kolaboratif. Berdasarkan hasil penelitian, dapat diketahui bahwa aliran rantai pasok agroindustri gula terdiri dari aliran produk, aliran keuangan, dan aliran informasi. Aliran produk mengalir mulai dari petani mitra, kemudian dikirim ke pabrik untuk diolah menjadi gula, hingga dibeli oleh investor saat lelang dan gula tersebut ii sampai pemakai akhir atau konsumen. Aliran keuangan mengalir dari konsumen pemakai akhir hingga sampai ke petani mitra, sedangkan untuk aliran informasi yang terjadi antar mata rantai yaitu antara petani mitra dengan PG. Modjopanggoong dan antara PG. Modjopanggoong dengan investor. Relationship marketing pada agroindustri gula berdasarkan empat dimensi (kepercayaan, komitmen, kepuasan, dan ketergantungan) diperoleh hasil pada masing-masing simpul. Pada simpul PG. Modjopanggoong terhadap petani mitra diperoleh penilaian kepercayaan, komitmen, kepuasan, dan ketergantungan dengan skor yakni 19,33 (tinggi) : 14,00 (sedang) : 7,67 (tinggi) : dan 13,67 (tinggi). Pada simpul petani mitra terhadap PG. Modjopanggoong diperoleh penilaian kepercayaan, komitmen, kepuasan, dan ketergantungan dengan skor yakni 18,36 (sedang) : 15,31 (tinggi) : 11,23 (sedang) : 11,27 (sedang). Tingkat keterikatan relationship marketing agroindustri gula pada semua simpul berada pada level koordinatif. Pada level koordinatif, hubungan yang terjalin antara PG. Modjopanggoong dengan petani mitra lebih dari sekedar kegiatan transaksional dan telah ada ikatan yang lebih erat. Hubungan kemitraan antara PG. Modjopanggoong dengan petani tebu yang terjalin masih dalam kategori sedang karena dipengaruhi oleh keterbukaan informasi yang dirasa masih kurang, oleh karena itu diharapkan bagi masing-masing pihak lebih terbuka lagi mengenai informasi yang dibutuhkan rekan bisnisnya.
English Abstract
Sugar cane plantation crop is one which has an important position, as it became the main raw material manufacture sugar and became one of the basic necessities of society Indonesia. Sugar demand in Indonesia has increased, but not offset by the rise in sugar production. Therefore, it is necessary the presence of good cooperation between the sugar factory with cane farmers to boost sugar production in Indonesia. In Tulungagung district, there is one company that process sugarcane into granulated sugar that is the sugar factory (PG) Modjopanggoong who stood under the auspices of PTPN X. To meet the demand for sugar, PG. Modjopanggoong strained relations of partnership with sugar cane farmers. The partnership between PG. Modjopanggoong with sugarcane farmers has encountered some problems, which related to the lack of satisfaction and disclosure of information on both sides. Moreover, competition to acquire raw materials and market share of products were considered common in this field of work. Therefore, PG. Modjopanggoong should be able to build and maintain good relationships with the sugarcane farmers as their partner. The establishment of a strong relationship between the factory and farmers is one of the supply chain management strategy, thus ultimately, the loyalty and fidelity of each party in the partnership can be run for a long time. The purpose of this study are (1) to describe the supply chain flow of the sugar agro-industry partnership between PG. Modjopanggoong with the farmers in Ngantru District, Tulungagung, as their partner, (2) to analyze the relationship marketing in the sugar agro-industry partnership between the sugarcane farmers in Ngantru District, Tulungagung. (3) to analyze the attachment level of the relationship marketing in the sugar agro-industry partnership between the farmers in Ngantru District, Tulungagung Regency. The research location was determined purposively. The area located in Sidorejo Village, Kauman District, Tulungagung Regency. The respondents in this research were classified as two side, the respondents who served as representatives from the PG. Modjopanggoong, and sugarcane farmers who served as their partner. The respondents from PG. Modjopanggoong were determined using the jury of executive opinion, whereas the farmer respondents were determined by purposive sampling using group stages method (multistage sampling). This research uses descriptive analysis based on the value of Likert scale. Relationship marketing in the sugar agro-industry were measured based on four dimensions including trust, commitment, satisfaction, and dependence. The Level of relationship marketing attachment can be classified into three levels: cooperative, coordinated, and collaborative. Based on the result of this research, it can be figured that the flow of the sugar agro-industry supply chain were consisted of product flow, financial flow, iv and the information flow. The supply chain of the product flow were started from the partner farmers who’d sent their sugarcane to the factory to be processed into sugar, followed by purchase activities by the investors at the auction, and then ended as the product arrived to the end user. On the other hand, the chain of financial flow were began from the moment the end users handed their money until it arrived to the farmers. Whereas the information flow occured between farmers with PG. Modjopanggoong, and also between PG. Modjopanggoong with the investors. Relationship marketing in the sugar agro-industry were based on four dimensions (trust, commitment, satisfaction, and dependence). From them, the results could be obtained from each node. At the PG. Modjopanggoong node to their partner farmers, respectively, the ratings of trust, commitment, satisfaction, and dependence were at the score of 19.33 (high): 14.00 (moderate): 7.67 (high): and 13.67 (high). However, at the partner farmers node to PG. Modjopanggoong, respectively, the ratings of trust, commitment, satisfaction, and dependence were at the score of 18.36 (moderate): 15.31 (height): 11.23 (moderate): 11.27 (medium). The relationship marketing attachment level of sugar agroindustry for all nodes were at the level of coordinative. In the coordinative level, the relationship between PG. Modjopanggoong with their partner farmers were more than just transactional activities, and there were closer ties that had been established. The established partnership between PG. Modjopanggoong and sugarcane farmers are still on the moderate category. It is affected by the disclosure of informations, which is considered not uncovered enough. Therefore, it’s important to each party to be more open about their information sharing which is needed by each associates.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FP/2015/742/ 051507735 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Pertanian > Agribisnis |
| Depositing User: | Kustati |
| Date Deposited: | 22 Oct 2015 08:56 |
| Last Modified: | 22 Oct 2015 08:56 |
| URI: | http://repository.ub.ac.id/id/eprint/130780 |
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