Jenis jaringan sosial komuniti Cina dalam pemasaran hasil pertanian
List of Authors
  • Lim, Jie Wei , Mohd Helmi Abdul Rahim , Novel Lyndon

Keyword
  • Fenomenologi, Guanxi, Jaringan sosial, Pemasaran, Pertanian, Petani Cina

Abstract
  • Jaringan sosial merupakan aspek yang sangat penting bagi para petani dalam mencari pelanggan, mencari harga tawaran yang baik, mencari pasaran yang luas dan menguasai pasaran tempatan hasil pertanian mereka. Dalam masa yang sama ia sebagai langkah atau usaha untuk terus kekal bersaing dengan pengeluar lain dalam aktiviti pertanian. Justeru itu, objektif utama kajian ini adalah untuk meneliti jenis jaringan sosial yang digunakan oleh para petani Cina dalam memasarkan hasil pertanian dan mencari harga yang terbaik untuk hasil pertanian mereka. 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 informan dalam kajian ini. Jumlah informan dalam kajian ini ditentukan berdasarkan ketepuan data.Kesahihan dan kebolehpercayaan data kajian ini ditentukan menggunakan pendekatan member checked. Hasil kajian mendapati jenis jaringan sosial yang digunakan oleh petani Cina dalam memasarkan hasil pertanian boleh dibahagikan kepada lapan jenis iaitu rakan-rakan, keluarga, persekitaran sosial, dialek, nilai murni, pengalaman, bantuan kerajaan dan pemborong. Kelapan-lapan jenis jaringan sosial ini telah membantu para petani Cina untuk terus kekal bersaing dengan pengeluar utama sayur-sayuran dan buah- buahan yang lain walaupun wujudnya kekurangan bantuan daripada agensi kerajaan dari segi pemasaran produk dan modal berbanding dengan rakan Bumiputera mereka yang lain.

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