This study aims to analyze the role of customer value as an intervening variable/mediation of the influence of marketing strategy on the marketing performance of smallholder rubber farmers in Sentajo ...Raya District, Kuantan Singingi Regency. Sampling in this study was 15% of the population as many as 36 smallholder rubber farmer respondents with each sample must be taken proportionally according to the population in two villages, namely Jalur Patah Village and Parit Teratak Air Hitam Village in Sentajo Raya District. The sampling technique was done by random sampling. The data analysis tool used in this research is SmartPLS 3.0 Sobel test and VAF calculation. The results of this study indicate that the customer value variable cannot mediate the relationship between market strategy and marketing performance. While the customer value variable can mediate the relationship of marketing mix strategy to marketing performance where the role of the mediating effect of customer value is partial mediation of 0.540 or 54.0%.
Purpose – The main purpose of this paper is to present researches on the ‘welcome signs’ as a symbolic elements in territorial representation, which have at least two meanings: symbolic disclosing ...identity of a particular place and spatial being an element of certain public pace. Therefore, the second objective is to define the value of such visual signs in branding strategy of a place. Methodology/approach – The research take advantage of the content analysis of signs to make conclusions referring to the communications process and place marketing concepts. Findings – ‘Welcome signs’ are symbolic installations, which are kind of testimonials about particular places. Apart from the role of identification, information and advertising, these signs have also aesthetic significance as well as they are spatial forms of territorial division. Practical implications – The ‘welcome signs’ are made in intuitive ways by the legitimate authorities, so the examination of them and building a model of their content and design might be very beneficial and helpful for LGU. Originality – So far, welcome signs have not been particularly the subjects of marketing, social or political researches.
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