Herdianti., Dinda Febry and Ir. Effy Yuswita,, M.Si. and Novi Haryati,, SP., MP (2023) Pengaruh Bauran Pemasaran 7P Terhadap Keputusan Berkunjung ke Agrowisata Lumbung Stroberi di Kota Batu, Jawa Timur. Sarjana thesis, Universitas Brawijaya.
Abstract
Pemulihan perekonomian dunia pasca pandemi covid-19 menjadi salah satu isu besar di seluruh dunia, termasuk Indonesia sejak tahun 2022. Sektor pariwisata menjadi salah satu sektor potensial yang membutuhkan perhatian khusus dalam upaya pemulihan sektor industri. Adanya pandemi covid-19 mendorong pergeseran preferensi masyarakat ke agrowisata yang menawarkan keindahan alam dan pengalaman berkaitan dengan aktivitas pertanian. Terdapat berbagai pilihan agrowisata, salah satunya Agrowisata petik stroberi di Lumbung Stroberi. Objek wisata yang berdiri sejak 2018 ini, berpotensial untuk dikembangkan, salah satunya karena terletak di Kota Batu yang selama 3 tahun terakhir yaitu sejak 2017 – 2019 terus mengalami peningkatan kunjungan wisata hingga 13,4%. Namun, meskipun terletak di Kota Batu yang merupakan kota unggulan wisata Jawa Timur, tidak menjadikan jumlah pengunjung dari objek wisata ini terus meningkat. Berdasarkan laporan pengunjung Lumbung Stroberi di tahun 2022, pada Bulan Oktober 2022 terjadi penurunan kunjungan wisata sebesar 44% setelah mengalami peningkatan 39% pada Bulan September 2022. Permasalahan lain terkait manajemen Lumbung Stroberi juga banyak dikeluhkan oleh pengunjung melalui review Google Maps Business, seperti kurangnya variasi wahana, harga tiket yang mahal dan kurangnya kualitas, sulitnya akses menuju lokasi, promosi yang masih kurang, pelayanan yang lambat, tidak ramah dan kurang informatif, sistem reservasi yang menyulitkan dan tata letak tempat di ruang terbuka yang panas. Lumbung Stroberi perlu mengatasi berbagai permasalahannya dan meningkatkan jumlah kunjungan wisata sehingga diperlukan suatu strategi pemasaran yang sesuai. Salah satunya, melalui strategi bauran pemasaran 7P yang memperhatikan Product, Price, Place, Promotion, People, Process dan Physical Evidence. Untuk dapat menjalankan strategi pemasaran yang baik maka penting adanya untuk mengetahui bagaimana tiap unsur 7P dalam mempengaruhi keputusan berkunjung wisata. Untuk itu dilakukan penelitian dengan tujuan yaitu : 1) Mendeskripsikan bauran pemasaran 7P (Product, Price, Place, Promotion, People, Process dan Physical Evidence) yang diterapkan di Lumbung Stroberi, Kota Batu, Malang; 2) Menganalisis pengaruh bauran pemasaran 7P (Product, Price, Place, Promotion, People, Process dan Physical Evidence) terhadap keputusan berkunjung wisata di Lumbung Stroberi, Kota Batu, Malang; 3) Menganalisis variabel bauran pemasaran yang paling berpengaruh terhadap keputusan berkunjung wisata di Lumbung Stroberi, Kota Batu, Malang.
English Abstract
The recovery of the global economy following the Covid-19 pandemic has become a major issue throughout the globe, including Indonesia since 2022. Tourism is a potential industry that needs special attention in the recover of industrial sector. The presence of the Covid-19 pandemic has shifted people's preferences toward agrotourism, which provides natural beauty and experiences related to agricultural activities. One choice for agrotourism is strawberry picking at Lumbung Stroberi. This tourism object that was opened in 2018, has the potential to grow because it is located in Batu City, which has increased in tourist visits up to 13.4% over the last three years, from 2017 to 2019. Despite the fact that it is located in Batu City as a leading tourist city in East Java, the number of visitors in this object not always growing. According to Lumbung Stroberi reports in 2022, there was a 44% decline in tourist visits in October 2022, after a rise fo 39% in September 2022. Other problems related to the management of the Lumbung Stroberi were also complained by many visitors through Google Maps Business review such as lack of variety of rides, high ticket prices and poor quality, difficulty accessing locations, a lack of promotions, slow service, unfriendly and uninformative staff, a complicated reservation system, and a hot open area. Lumbung Stroberi needs to overcome their problems and increase the number of tourist visits. Therefore, an appropriate marketing strategy is needed. One strategy that can be implemented is the 7P marketing mix approach, which considers Product, Price, Place, Promotion, People, Process, and Physical Evidence. To execute a good marketing strategy, it is necessary to understand how each 7P element impacts to the visit decision. As a result, study was conducted with the following goals: 1) To describe the 7P marketing mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence) that was implemented in the Lumbung Stroberi, Batu City, Malang; 2) to analyze the effect of the 7P marketing mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence) on the visit decision to the Lumbung Stroberi, Batu City, Malang; 3) to analyze the marketing mix variables that have the most effect on the visit decision to the Lumbung Stroberi, Batu City, Malang.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052304 |
| Divisions: | Fakultas Pertanian > Agribisnis |
| Depositing User: | Unnamed user with username chikyta |
| Date Deposited: | 12 Jan 2024 07:57 |
| Last Modified: | 12 Jan 2024 07:57 |
| URI: | http://repository.ub.ac.id/id/eprint/209434 |
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