Dampak Pandemi Covid- 19 Terhadap Kinerja Bisnis Tanaman Hias Dan Loyalitas Pelanggan (Studi Kasus Pada Ratu Bunga Farm Kecamatan Kabanjahe, Kabupaten Karo)

Surbakti, Enjellia Br and Dr. Ir Hendro Prasetyo, SP. MSi and Bayu Adi Kusuma, SP. MBA (2022) Dampak Pandemi Covid- 19 Terhadap Kinerja Bisnis Tanaman Hias Dan Loyalitas Pelanggan (Studi Kasus Pada Ratu Bunga Farm Kecamatan Kabanjahe, Kabupaten Karo). Sarjana thesis, Universitas Brawijaya.

Abstract

Tanaman hias memiliki fungsi sebagai tanaman yang mempunyai nilai keunikan dan nilai ekonomis guna dijadikan sebagai hiasan baik di dalam ruangan maupun di luar ruangan sehingga sangat cocok dikembangkan masyarakat untuk memenuhi kebutuhan hidup dan menjaga kelestarian lingkungan. Kabanjahe merupakan salah satu daerah terbesar dengan penghasil tanaman hias bunga sehingga sangat cocok untuk dikembangkan dalam memajukan perekonomian. Namun, diketahui akibat adanya penyebaran virus Covid-19 memberikan pengaruh terhadap kegiatan pemasaran pada semua sektor usaha termasuk pada sektor usaha tanaman hias bunga sehingga dengan adanya kebijakan PPKM dan PSBB yang diberikan oleh pemerintah daerah menyebabkan penurunan penjualan. Penelitian ini bertujuan untuk menganalisis dampak pandemi terhadap kinerja dan loyalitas tanaman hias bunga pada Ratu Bunga Farm. Penelitian ini menggunakan metode analisis deskriptif, analisis pendapatan dan korelasi berganda. Hasil penelitian analisis deskriptif diketahui karakteristik pelayanan prima seperti reliability, tangibles, responsiveness, dan empaty pada Ratu Bunga Farm bernilai baik hal ini berarti pelayanan prima yang diberikan Ratu Bunga Farm baik. Hasil analisis pendapatan pada Ratu Bunga Farm sebelum dan saat pandemi mengalami penurunan yaitu pendapatan sebelum pandemi Covid-19 sebesar Rp. 49.343.333 dan saat pandemi Covid-19 sebesar 20.526.333 sehingga dapat diketahui pandemi Covid-19 memberikan dampak penurunan pendapatan pada usaha ini. Hasil analisis korelasi berganda diketahui bahwa kepercayaan pelanggan dan pemasaran langsung berpengaruh terhadap loyalitas pelanggan, berdasarkan hasil wawancara yang dilakukan dengan pihak Ratu Bunga Farm diketahui strategi yang dilakukan pada saat Pandemi Covid-19 yaitu tetap melakukan pemasaran langsung seperti biasa. Namun begitu, Ratu Bunga Farm tetap mementingkan kualitas dan kuantitas yang diinginkan oleh pelanggan sehingga pelanggan tetap merasakan kenyamanan dan loyal terhadap Ratu Bunga Farm

English Abstract

Ornamental plants have a function as plants that have unique values and economic value to be used as decorations both indoors and outdoors so that they are very suitable for community development to meet the needs of life and preserve the environment. Kabanjahe is one of the largest areas with ornamental flower producers so it is very suitable to be developed in advancing the economy. However, it is known that due to the spread of the Covid-19 virus, it has affected marketing activities in all business sectors, including the flower ornamental plant business sector, so the PPKM and PSBB policies provided by the regional government have caused a decline in sales. This study aims to analyze the impact of the pandemic on the performance and loyalty of ornamental flower plants at Ratu Bunga Farm. This study uses descriptive analysis methods, income analysis, and multiple correlation analysis. The results of the descriptive analysis research show that the characteristics of excellent service such as reliability, tangibles, responsiveness, and empathy at Ratu Bunga Farm are of good value, this means that the excellent service provided by Ratu Bunga Farm is good. The results of the income analysis at Ratu Bunga Farm before and during the pandemic decreased, namely income before the covid-19 pandemic of Rp. 49,343,333 and during the covid-19 pandemic it was 20,526,333 so it can be seen that the covid-19 pandemic had an impact on decreasing income for this business. The results of multiple correlationsis show that customer trust and direct marketing have an effect on customer loyalty, based on the results of interviews conducted with Ratu Bunga Farm, it is known that the strategy used during the Covid-19 pandemic was to continue to do direct marketing as usual. However, Ratu Bunga Farm still attaches importance to the quality and quantity desired by customers so that customers still feel comfortable and loyal to Ratu Bunga Farm

Other obstract

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Item Type: Thesis (Sarjana)
Identification Number: 0522040052
Subjects: 300 Social sciences > 338 Production > 338.1 Agriculture
Divisions: Fakultas Pertanian > Sosial Ekonomi Pertanian
Depositing User: Nur Cholis
Date Deposited: 18 Jul 2022 07:48
Last Modified: 18 Jul 2022 07:48
URI: http://repository.ub.ac.id/id/eprint/192222
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