MEMBANGUN KAPABILITAS PENETRASI PASAR BERKARAKTER FAMILIARITAS UNTUK MENINGKATKAN KINERJA PEMASARAN (Studi Empirik Pada UMKM Industri Kecil Makanan dan Minuman Hasil PertanianDi Provinsi Banten)

Abstract

The aim ofthe study was toanalyze the effects ofthe quality ofrelationships with customers, entrepreneurialsocialcompetenceandcustomersensing to the penetration capabilityof markets that have (kinship) intimacy characters in order to achieve good marketingperformances, quality ofcustomerrelationships, intensity ofbusinessnetworkingandcustomerssensingthat influencemarketing performances. The studytook samples from micro industries (MIs) producingfoodandbeveragestaken from agricultural productsin Banten. The respondents are all ownersor managers of the MIs. The totalsamples were taken from 209respondents. Data collecting used questionnaireswithdirectinterviewswithrespondents. The secondary data wereobtainedfromDisperindagkop and BPS of Banten Province. The technical analysis useddescriptiveandquantitativestatistics. The results of the analysis proved that the quality of relationships with customers, entrepreneurial social competence and customer sensing significantly influenced the penetration capabilityof markets that have (kinship) intimacy characters so that they were able to improve marketing performances. Entrepreneurial social competence significantly influenced the intensity of the business networking in order to be able to improve marketing performances. Another research finding showed that the quality of customer relationships and customer sensing didn’t prove to have significant affects, but the coefficient parameter was positive that means the improvement of the quality of customer relationships and customer sensing were followed by increasing marketing performance because the quality of customer relationship and customer sensing were not the dominant factors affecting marketing performances. This studycontributes to enrich the literatureof the theory of RBV, SocialCapitalandEntrepreneurship: with anew conceptdevelopedinthisdissertationwhich is the penetration capabilityof markets that have (kinship) intimacy characters. The managerialimplicationisthe developmentof marketing performancethrough the penetration capabilityof markets that have (kinship) intimacy characters andintensity ofbusinessnetworking.