Authors :
Reny Andriyanty; Haswan Yunaz; Dodi Wahab; Tagor Rambey; Andi Masnang; Aisyah
Volume/Issue :
Volume 5 - 2020, Issue 8 - August
Google Scholar :
http://bitly.ws/9nMw
Scribd :
https://bit.ly/3iY1MPH
DOI :
10.38124/IJISRT20AUG799
Abstract :
The purpose of the study is to measure the
influence of internal factors, external factors and the
technology utilization on marketing management skill
of manggosteen farmers in Bogor. The respondent
farmers were 60 farmers who are farmer group
member and minumun 0,5 hectare land area
landowners. The research model was analyzed by
structural equation model which includes four latent
variables. Empirical results show that the management
skill of Bogor mangosteen farmers is average. The
internal factor, individually the highest effect was
motivation. The highest effect of external factor was
goverment assistance in market information. The
highest effect of technology utilization was internet
utilization. The marketing managerial skills, the data
shown that place was the highest variable. The internal
factor and technology ability were significant and
indicated positive correlation. Fifty nine percents
farmer marketing capacity explained by internal,
external factor and technology skill. Based on the outer
loading analysis, the most influential manifest internal
factor variable was farming interest. The influential
manisfest variable was goverment assistance in market
information. The most influential manifest of
technology ability variable was transportation and
communication utilization. The variable that influences
the marketing management skill, the most is placing.
Keywords :
Marketing Management, Farmer Skill, Mangosteen
The purpose of the study is to measure the
influence of internal factors, external factors and the
technology utilization on marketing management skill
of manggosteen farmers in Bogor. The respondent
farmers were 60 farmers who are farmer group
member and minumun 0,5 hectare land area
landowners. The research model was analyzed by
structural equation model which includes four latent
variables. Empirical results show that the management
skill of Bogor mangosteen farmers is average. The
internal factor, individually the highest effect was
motivation. The highest effect of external factor was
goverment assistance in market information. The
highest effect of technology utilization was internet
utilization. The marketing managerial skills, the data
shown that place was the highest variable. The internal
factor and technology ability were significant and
indicated positive correlation. Fifty nine percents
farmer marketing capacity explained by internal,
external factor and technology skill. Based on the outer
loading analysis, the most influential manifest internal
factor variable was farming interest. The influential
manisfest variable was goverment assistance in market
information. The most influential manifest of
technology ability variable was transportation and
communication utilization. The variable that influences
the marketing management skill, the most is placing.
Keywords :
Marketing Management, Farmer Skill, Mangosteen
