Afriliani, Ersha (2024) Pengaruh Marketing Mix 7P Terhadap Loyalitas Konsumen Melalui Kepuasan Konsumen Sebagai Variabel Mediasi. Sarjana thesis, Universitas Brawijaya.
Abstract
Pariwisata di Indonesia terus mengalami perkembangan dengan munculnya berbagai destinasi baru, termasuk wisata berbasis pertanian seperti agroeduwisata anggur yang sedang berkembang. Gamma Grape Experience, yang berlokasi di Pakis, Kabupaten Malang, merupakan satu-satunya destinasi wisata edukasi anggur di Kabupaten Malang. Wisata ini menawarkan berbagai kegiatan yang dapat dinikmati oleh semua kalangan, mulai dari anak-anak, hingga orang dewasa. Wisata edukasi anggur ini memiliki lebih dari 96 varietas anggur diantaranya varietas Nelson, Baykonur, Heliodorus, Harrold, Shine Muscat, Academic Autumn King, Jummer, Jupiter, Rubby 88, Julian, Suzzana dan sebagainya dari jenis varietas yang biasa hingga varietas langka. Selain itu, pengunjung juga dapat mempelajari tentang pembudidayaan anggur dan pasca panennya. Meskipun menawarkan pengalaman unik seperti mempelajari proses budidaya anggur, ada beberapa keluhan terkait marketing mix 7P (product, price, place, promotion, people, process, physical evidence). Permasalahan pada wisata edukasi anggur dari aspek product yaitu masih banyaknya anggur yang belum matang sepenuhnya, aspek price yaitu harganya lebih tinggi dibandingkan wisata lain, aspek place yaitu infrastruktur masih dalam tahap pembangunan, aspek promotion yaitu kurangnya promosi hanya mengandalkan instagram, aspek people yaitu guide yang belum terlalu memahami mengenai anggur, aspek process yaitu proses pelayanan yang belum berjalan dengan baik, aspek physical evidence, Area wisata edukasi anggur terlihat belum selesai sepenuhnya, dan kurangnya spot menarik untuk berfoto menjadi perhatian. Oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh marketing mix 7P terhadap kepuasan dan loyalitas konsumen di Gamma Grape Experience, serta peran mediasi dari kepuasan konsumen dalam hubungan tersebut. Penelitian ini dilakukan pada bulan Agustus – November 2024 yang dimulai dari tahap persiapan pada bulan Agustus - September 2024, tahap pelaksanaan, tahap evaluasi dan tahap pelaporan dilakukan pada bulan Oktober – November 2024. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dengan penentuan lokasi yang dilakukan secara sengaja (purposive). Untuk menentukan sampel penelitian, penelitian ini menggunakan metode non-probability sampling dengan teknik purposive sampling, di mana responden dipilih berdasarkan kriteria spesifik, yaitu mereka yang pernah atau sedang mengunjungi wisata edukasi anggur Gamma Grape Experience. Dengan populasi yang tidak diketahui, penentuanii jumlah sampel dilakukan menggunakan rumus unknown population dari Lemeshow et al. (1997), menghasilkan minimal 100 responden. Jenis data yang digunakan dalam penelitian ini yaitu data primer yang dikumpulkan dengan observasi, survei online, dan dokumentasi, serta juga data sekunder. Analisis data yang digunakan dalam penelitian ini adalah analisis SEM-PLS menggunakan SmartPLS 3.0. Hasil analisis menunjukkan bahwa dari elemen marketing mix 7P, Price dan People memiliki pengaruh positif dan signifikan terhadap kepuasan konsumen, sementara Product, Place, Promotion, Process dan Physical Evidence tidak berpengaruh signifikan. Selanjutnya, elemen Product, Process, dan Physical Evidence memiliki pengaruh positif dan signifikan terhadap loyalitas konsumen, sedangkan Price, Place, People, dan Promotion tidak berpengaruh signifikan. Selain itu, kepuasan konsumen terbukti berpengaruh signifikan terhadap loyalitas konsumen, yang menunjukkan bahwa semakin tinggi tingkat kepuasan, semakin besar kemungkinan konsumen untuk tetap loyal. Namun, hasil analisis juga menunjukkan bahwa kepuasan konsumen tidak berperan sebagai variabel mediasi dalam hubungan antara elemen marketing mix 7P dengan loyalitas konsumen. Maka dari itu, hipotesis penelitian yang menyatakan adanya pengaruh mediasi kepuasan konsumen ditolak. Berdasarkan hasil analisis dan kesimpulan, peneliti memberikan saran untuk Gamma Grape Experience agar fokus pada peningkatan strategi penetapan harga yang bersaing, kualitas pelayanan melalui pelatihan staf, dan kualitas produk yang konsisten. Proses pelayanan yang efisien, fasilitas yang nyaman, serta saluran promosi yang lebih luas melalui media sosial dapat meningkatkan kepuasan dan loyalitas konsumen. Peneliti selanjutnya disarankan untuk menambahkan variabel lain seperti faktor emosional atau pengaruh media sosial, serta menggunakan pendekatan kualitatif untuk memahami motivasi pelanggan. Penelitian lanjutan juga bisa mengeksplorasi faktor lain di luar marketing mix, seperti motivasi wisatawan dan preferensi gaya hidup, untuk menciptakan strategi pemasaran yang lebih tepat sasaran dan program loyalitas yang sesuai dengan kebutuhan konsumen.
English Abstract
Tourism in Indonesia continues to experience development with the emergence of various new destinations, including agriculture-based tourism such as grape agrotourism which is developing. Gamma Grape Experience, located in, Malang Regency, is the only agro-edutourism destination in Malang Regency. This tour offers a variety of activities that can be enjoyed by all groups, from children, to adults. This grape agrotourism has more than 96 grape varieties Including varieties such as Nelson, Baykonur, Heliodorus, Harrold, Shine Muscat, Academic Autumn King, Jummer, Jupiter, Ruby 88, Julian, Suzanna, and others, ranging from common to rare varieties. In addition, visitors can also learn about grape cultivation and the production process. Although it offers a unique experience such as learning about the process of growing grape, there are several complaints related to the 7P marketing mix (product, price, place, promotion, people, process, physical evidence). The problem in grape agrotourism from the product aspect is that there are still many grapes that are not fully ripe, the price aspect is higher than other tourism, the place aspect is infrastructure is still in the development stage, the promotion aspect is the lack of promotion only relying on Instagram, the people aspect is a guide who does not really understand grape, the process aspect is the service process that has not gone well, Physical evidence, the grape agrotourism area looks not completely finished, and the lack of interesting spots to take pictures is a concern. Therefore, this study aims to analyze the influence of the 7P marketing mix on consumer satisfaction and loyalty in the Gamma Grape Experience, as well as the mediating role of consumer satisfaction in the relationship. This research was conducted in August – November 2024 which started from the preparation stage in August – September 2024, the implementation stage, evaluation stage and reporting stage were carried out in October – November 2024. This study uses a descriptive quantitative approach with location determination that is carried out deliberately (purposive). To determine the research sample, this study uses a non-probability sampling method with a purposive sampling technique, where respondents are selected based on specific criteria, namely those who have visited or are visiting the Gamma Grape Experience grape agrotourism. With an unknown population, the determination of the number of samples was carried out using the unknown population formula from Lemeshow et al. (1997), resulting in a minimum of 100 respondents. The type of data used in this study is primary data collected by observation, online surveys, and documentation, as well as secondaryiv data. The data analysis used in this research is SEM-PLS analysis with SmartPLS 3.0. The analysis results indicate that among the elements of the 7P marketing mix, Price and People have a positive and significant influence on consumer satisfaction, while Product, Place, Promotion, Process, and Physical Evidence do not have a significant influence. Furthermore, the elements of Product, Process, and Physical Evidence have a positive and significant influence on consumer loyalty, whereas Price, Place, People, and Promotion do not have a significant influence. Additionally, consumer satisfaction is proven to have a significant influence on consumer loyalty, indicating that the higher the level of satisfaction, the greater the likelihood of consumers remaining loyal. However, the analysis also shows that consumer satisfaction does not act as a mediating variable in the relationship between the elements of the 7P marketing mix and consumer loyalty. Therefore, the research hypothesis stating the mediating effect of consumer satisfaction is rejected. Based on the analysis and conclusions, the researcher provides the following recommendations: For Gamma Grape Experience, it is suggested to focus on improving pricing strategies that are competitive, enhancing service quality through staff training, and ensuring consistent product quality. Efficient service processes, comfortable facilities, and expanding promotional channels through social media can enhance customer satisfaction and loyalty. For future researchers, it is recommended to consider additional variables such as emotional factors or the influence of social media, and to explore qualitative approaches to better understand customer motivations. Further research could also examine other factors beyond the marketing mix, such as tourist motivations and lifestyle preferences, to develop more targeted marketing strategies and loyalty programs that align with consumer needs.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052404 |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | Annisti Nurul F |
| Date Deposited: | 15 Jan 2025 04:29 |
| Last Modified: | 15 Jan 2025 04:29 |
| URI: | http://repository.ub.ac.id/id/eprint/234856 |
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