Publication Date: 2020/09/19
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
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