Peranan Guanxi dalam pemasaran hasil pertanian pekebun kecil komuniti Cina luar bandar

Lyndon Novel, Lim Jie Wei,

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Guanxi merupakan satu bentuk jaringan sosial, hubungan sosial dan satu jalinan sosial dalam budaya Cina yang dipengaruhi oleh fahaman Konfusius. Terdapat tiga jenis guanxi yang utama iaitu jiaren, shouren dan shengren. Justeru itu, objektif utama kajian ini ialah untuk meneliti sejauh manakah peranan ketiga-tiga guanxi ini dalam membantu memasarkan hasil pertanian komuniti Cina luar bandar. Ontologi idealis dan epistemologi interpretisme telah digunakan dalam kajian ini. Data dalam kajian ini dikumpul menggunakan kaedah temubual mendalam dan pemerhatian tidak ikut serta. Teknik persampelan bertujuan dan snowball telah digunakan dalam memilih responden dalam kajian ini. Jumlah responden dalam kajian ini adalah seramai 30 orang pekebun kecil dan jumlahnya ditentukan berdasarkan ketepuan data. Kesahihan dan kebolehpercayaan data kajian ini ditentukan menggunakan pendekatan member checked. Hasil kajian mendapati peranan ketiga-tiga guanxi ini boleh dibahagikan kepada empat jenis iaitu peranan dari segi membekalkan maklumat terkini, membuka pasaran baru di samping mengekalkan pasaran yang lama, membantu memasarkan hasil dalam keadaan ekonomi yang tidak menentu dan membantu meminimumkan risiko kerugian. Kesimpulannya, peranan guanxi amat penting dalam masyarakat komuniti Cina luar bandar bagi memastikan mereka terus mampu bersaing dan bertahan dalam menghadapi persaingan pasaran dengan syarikat-syarikat pengeluar hasil pertanian yang lain.

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