Utilization of Artificial Neural Network for Assessment of Relationship Marketing Influence of Tomato (Solanum lycopersicum) Farmers

Item Type:	Article
Title:	Utilization of Artificial Neural Network for Assessment of Relationship Marketing Influence of Tomato (Solanum lycopersicum) Farmers
Abstract:	Tomato plants have the potential to be a significant source of income because they are consumed daily and have high economic value. However, tomato production is constrained by suboptimal distribution, which is evident from low consumer loyalty due to inadequate relationship marketing. The Lembang region of West Java Province, Indonesia, a prominent horticultural center for tomatoes, serves as the research location. This study aims to analyze the impact of relationship marketing by tomato farmers on consumer loyalty, with the goal of making recommendations to enhance trust and ensure the continuity of tomato production. The analysis employs techniques such as the Adaptive Neuro-Fuzzy Inference System (ANFIS) and MicMac methods, which complement and reinforce each other. The analysis results reveal that relationship marketing is the primary factor in building consumer loyalty among tomato farmers in the Lembang area, as demonstrated by the ANFIS program's prediction accuracy of 97.1%. The variables that affect the loyalty of tomato farmers in consumers are price suitability, crop sales, trust in consumers. The implications of this research indicate a relevant relationship between demand and supply so that production continuity and price stability can be maintained Keywords: ANFIS, consumers loyalty, tomato farming relationship marketing, MicMac
Creators:	Euis Dasipah, - and Sri Ayu Andayani, - and Nendah Siti Permana, - and Mai Fernando Nainggolan, -
Subjects:	S Agriculture > S Agriculture (General)
Depositing User:	Mr Akhy Abdul Latif S.SI
Date Deposited:	15 May 2025 03:10
Last Modified:	15 May 2025 03:10
URI:	https://repo.unwim.ac.id/id/eprint/369

Tomato plants have the potential to be a significant source of income because they are consumed daily and have high economic value. However, tomato production is constrained by suboptimal distribution, which is evident from low consumer loyalty due to inadequate relationship marketing. The Lembang region of West Java Province, Indonesia, a prominent horticultural center for tomatoes, serves as the research location. This study aims to analyze the impact of relationship marketing by tomato farmers on consumer loyalty, with the goal of making recommendations to enhance trust and ensure the continuity of tomato production. The analysis employs techniques such as the Adaptive Neuro-Fuzzy Inference System (ANFIS) and MicMac methods, which
complement and reinforce each other. The analysis results reveal that relationship marketing is the primary factor in building consumer loyalty among tomato farmers in the Lembang area, as demonstrated by the ANFIS program's prediction accuracy of 97.1%. The variables that affect the loyalty of tomato farmers in consumers are price suitability, crop sales, trust in consumers. The implications of this research indicate a relevant relationship between demand and supply so that production continuity and price
stability can be maintained

Keywords:
ANFIS, consumers loyalty, tomato farming
relationship marketing, MicMac