Peranan Guanxi dalam Pemasaran Hasil Pertanian Pekebun Kecil Komuniti Cina Luar Bandar

The Role of the Guanxi in Marketing Agricultural Product of Rural Chinese Community Small Holder

Abstract

Guanxi is a form of social networking, social relations and social networking in Chinese culture influenced by Confucius's. There are three main types of guanxi namely jiaren, shouren and shengren. Hence, the main objective of the study is to examine the extent of the three guanxi roles in helping to market agricultural products of rural Chinese communities. The idealist and epistemological interpretation of Ontology has been used in this study. The data in this study were collected using in-depth interviews and non-participating observations. A purposeful sampling technique and snowball have been used in selecting informants in this study. The number of informants in this study was 30 smallholders and the amount was determined based on data saturation. The validity and reliability of this study data is determined using the member checked approach. The study finds that the third role of the three guanxi can be divided into four types, namely the role of providing up-to-date information, opening up new markets while maintaining the old market, helping to market results in uncertain economic conditions and help minimize the risk of losses. In conclusion, the role of guanxi is very important in the community of rural Chinese communities to ensure that they continue to be able to compete and survive in the face of market competition with other agricultural producer companies.