The role of multidimensional perceived value, trust and commitment to achieve collaboration in West Java agribusiness

One way to build a successful relationship with farmers is through collaborative actions with all actors. Perceived value, trust and commitment variables are needed to stimulate a relational bond because farmers could not trust their partners because of past experience. This research aims to obtain the trust dimension from farmers and partners and to know the influence of perceived value, trust and commitment on farmers to collaborate with their partners. An exploratory sequential mixed method design was conducted. The results showed farmers could trust their partners as long as they provide clear information, important information and held accountable about the promised result. Emotional value was the only factor that had a positive effect on trust, while functional value and emotional value were factors that triggered farmers to have a commitment with their partners. Trust can affect the commitment of farmers to their partners. Both trust and commitment were tested to know their effect on collaboration. Only commitment had a positive relationship with collaboration.