Sonya Dwi RachmawatiI, heti mulyati, megawati simanjuntak


IPB University should implement its function: teaching, research and community services through collaboration with external partners, especially in national scope.  However, the Memorandum of Understanding sometimes did not follow by concrete programs.  In addition, the university should maintain string relationship to improve it partner’s commitment. Therefore, it is necessary to analyze the factors of relationship marketing to IPB’s partners.  This study used survey methods to 100 respondents with questionnaire as the tool. The study used descriptive analysis to describe partner profiles and answers with top three boxes method.  The results identified that based on location, partners were concentrated in Java with the most types of institutions are district and city governments. Cooperation initiators generally come from partners. The maximum duration of cooperation is 1-5 years. Number of collaboration 1-5 activities dominate partners. In general, partners are still actively collaborating with IPB, with more active MoU compared to those that are non-active. Trust has the highest perception value of respondents and followed by communication and shared values. Partner's perception of commitment to cooperation and satisfaction is good, while the benefits of cooperation are categorized sufficient. The variable relationship benefits need to be of concern to IPB and be improved by increasing competencies, human resources and appropriate technology that are applicable to the industrial world and local governments.


key mediating variable, relationship commitment, relationship marketing, satisfaction, trust.

Full Text:



Morgan R, Hunt S. (1994). The Commitment-Trust Theory of relationship marketing. Journal of marketing. 58(3):20-38. doi :10.2307/1252308

Nadir S. (2013). Otonomi daerah dan desentralisasi Desa: Menuju pemberdayaan masyarakat desa. Jurnal Politik Provetik. 1(1). Retrieved July 19, 2019 from

Parasuraman A, Zeithaml V, Berry LL. (1990). Delivering Quality Service: Balancing Costumer Perception and Expectations. New York: The Free Press.

Ruben BD, Stewart LP. (2006). Communication and Human Behavior. 5th Edition, Boston (US): Pearson Education.

Sambandam R, Hausser G. (1998). An Alternative methods of reporting customer satisfaction scores. Quirk’s Marketing Research Review. Retrieved July 19, 2019 from .

Sekaran U, Bougie R. (2013). Research Methods or Business,6th ed. New Jersey: John Wiley and Sons, Inc.

Supranto J. (2001). Pengukuran Tingkat Kepuasan Pelanggan untuk Menaikkan Pangsa Pasar. Jakarta: PT. Rineka Cipta.

Zeithaml VA, Bitner MJ, Gremler DD. (2006). Service marketing: Integrating customer focus across the firm (4th ed.). New York, NY: McGraw-Hill/Irwin.


  • There are currently no refbacks.