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The Curvilinear Relationship Between Customer and Market Penetration Capability Familiarity Character

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This research is aimed to uncover the motives arc relationship between the customer and market penetration capability familiarity character. However, there had been no evidence of empirical evidence which proves that there is between the arch between the customer and the market capacity of familiarity with the characters. The methods using qualitative and quantitative analysis, qualitative data is done by analyzing the data using figures by using a percentage that has been processed in the tabulation. Quantitative the analysis aims to prove and analyze the influence of exogenous variables on endogenous variables. These variables are latent variables (latent variable) formed by several indicators (observed variable). The sample consisted of food and beverage industry of agricultural products in the province of Banten, Indonesia totaled 470 units which can be analyzed by the respondent amounted to 209 respondents. The results are the quality customer relationships generated by SMEs significantly affect the market penetration capability of character familiarity SME businesses. The impact is positive. It means that when SMEs improve KHP her by giving offerings to outlets that buy in large quantities, giving priority outlet in establishing business relations, always maintaining agreements with the outlet, and have the emotional closeness with the outlet, creating social cohesion between business SMEs and customers; between SMEs business operators and employees, as well as emotional closeness with customers.
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Keywords: Customer; Familiarity Character; Market Penetration

Document Type: Research Article

Affiliations: University of Sultan Ageng Tirtayasa, Serang 42118 Banten, Indonesia

Publication date: November 1, 2017

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