This article discusses the main problems

Isu / permasalahan yang dibincangkan : experienced by the rubber farmers in Riau

province, Indonesia, looking into the rubber
farmers’ model of marketing.

Communication is an integral part of the

developing process. An effective communication
is required in order to attain the goals of its’
development. Shonubi & Akintaro (2016)
mentioned that effective communication means
the conveyance of a message and the intended
meaning by the communicator to the receiver in
an understanding manner despite having
different background. According to the article,
Riau province is one of the largest rubber
manufacturers in Indonesia and most rubber
commodities are managed by independent
rubber farmers. The achievement of rubber
farming development to increase the income and
welfare of rubber farmers requires effective
communication.

The arising problems in the articles are the

low quality of rubber, competitive market and
the low market price. The rubber farmers
 were using the conventional models of
marketing. Hence, the marketing of the
rubbers is based on their personal network
model and the circulation of information are
offered in centralised manner, reaching
limited number of people in the network. A
proper network or communication channels
are integral in promoting efficient marketing
as it will allow information grapevine related
to the price and quality of the rubber to flow
among the farmers.

Tujuan The purpose of the article was to analyse the

Pendekatan communication network utilised for the rubber
Kaedah Hipotesis marketing in Riau. It is aimed at providing the
Kesimpulan Utama overview of the marketing communication
models and concerned individuals in the rubber
marketing, making it a source of reference
especially for the policymakers to enhance the
trading position and the revenue of the rubber
farmers.

The research was carried out in Riau at the top

two rubber productions districts, namely the
Kuantan Singingi and Kampar. The selection of
respondents was conducted using purposive
sampling and snowball sampling methods. The
data was collected using the questionnaires and
field survey methods. Classification of
respondents were made into three levels on the
basis of the set criteria using descriptive analysis.
Meanwhile, as the researchers were looking into
the communication network, they utilised the
communication links matrix based on the ground
of sociometry questions known as sociogram
analysis along with the assistance of Ucinet VI
software.

The article concluded that auctions via

association established a greater and widespread
communication network within the personal
network radius. It was also found that
communication network in conventional system
and auctions through farmer groups is an
interlocking personal networking model.
Pandangan :
Praktikal
Teori
Method
Ilmu
Pandangan mengenai implikasi dan
perbincangan hasil dapatan