Analisis Kepuasan dan Kepercayaan Pengunjung Agrowisata Edukasi Sentulfresh
Article Sidebar
Main Article Content
Abstract
Changes in the children's learning curriculum that emphasize children's activities and experiences not just reading material, making agro-tourism an alternative learning media for interaction that is chosen by the school. As one of the agro-education objects, Sentulfresh needs always to evaluate their performance of the marketing mix (product, price, place, promotion, people, process and physical evidence) through visitor satisfaction and trust. This study aims to analyze any marketing mix variables that affect the satisfaction variable, is there effect of satisfaction on trust and where is the satisfaction level of Sentulfresh visitors. Data collection was carried out on 70 respondents who had visited Sentulfresh. The data analysis method used were the Structural Equation Model Partial Least Square (SEM PLS) and the Customer Satisfaction Index (CSI). SEM-PLS analysis results show that all marketing mix variables have no significant effect on visitor satisfaction, while satisfaction has a significant effect on visitor trust. CSI analysis results shows that Sentulfresh visitor satisfaction is at the “satisfied” level.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
The author submitting the manuscript must understand and agree that the copyright of the article manuscript must be submitted/transferred to the Journal Forum Agribisnis. This work is licensed under the Creative Commons Attribution-ShareAlike 4.0 (CC BY-SA) International License in which the Author and Reader can copy and redistribute the material in any media or format, and remix, modify and build material for any purpose, but they must provide appropriate credit (citing articles or content), provide a link to the license, and indicate whether there is a change. If you mix, change, or create material, you must distribute your contribution under the same license as the original.
References
Ariyan H. (2013). Pengaruh Brand Awareness dan Kepercayaan Konsumen Atas Merek Terhadap Keputusan Pembelian Ulang Minuman Aqua di Kota Padang. Jurnal Manajemen. 2(1):1-11
[BPS] Badan Pusat Statistik. 2020. Jumlah Wisatawan Indonesia. Badan Pusat Statistik Nasional. Jakarta
Burnham TA, Frels JK, Mahajan V. (2003). Consumer Switching Costs: A Typology, Antecedents, and Consequences Journal of the Academy of Marketing Science. 31(2), 109-126.
Chang YW, Chang YH. (2010). Does Service Recovery Affect Satisfaction And Customer Loyalty: An Empirical Study of Airline Services. Journal of Air Transport Management. 16(6), 340-342.
Haryono S, Wardoyo P. 2017. Structural Equation Modelinh untuk Penelitian Manajemen Menggunakan AMOS 18.0. Bekasi (ID): PT. Intermedia Personalia Utama.
Ishak A, Lutfhi Z. (2011). Pengaruh Kepuasan dan Kepercayaan Konsumen Terhadap Loyalitas: Studi Tentang Peran Mediasi Switcing Costs. Jurnal Siasat Bisnis. 15(1), 55-66.
Koesworodjati Y. (2013). Pengaruh Bauran Pemasaran dan Nilai Pelanggan terhadap Kepuasan Pelanggan dan Implikasinya Kepada Kepercayaan Wisatawan Nusantara pada Objek Wisata. Kontigensi. 1(1), 25-44.
Laely N. (2016). Analisis Pengaruh Kepercayaan dan Harga Terhadap Loyalitas Pelanggan Dimediasi Kepuasan Pada PT. Telkomsel di Kota Kediri. Jurnal Ilmu Ekonomi dan Manajemen. 3 (2), 61-74.
Lee M, Cunningham LF. (2001). A Cost/ Benefit Approach to Understanding Service Loyalty. Journal of Services Marketing. 15(2), 113-130.
Li ML, Green RD. (2011). A Mediating Influence on Customer Loyalty: The Role of Perceived Value. Journal of Management and Marketting Research. 7(1), 1-12.
Lita RP. (2010). Pengaruh Implementasi Bauran Pemasaran Jasa Terhadap Proses Keputusan Wisatawan Mengunjungi Objek Wisata di Kota Padang. Jurnal Manajemen Fakultas Ekonomi Universitas Jambi. 2(2), 91-99.
Mahendraswari R. (2014). Pengaruh Bauran Pemasaran (7P) terhadap Kepuasan dan Loyalitas Konsumen Rumah Makan Bebek Gendut di Kota Bogor [tesis]. Bogor (ID): Institut Pertanian Bogor.
Mowen JC, Minor M. 2002. Perilaku Konsumen. Jakarta (ID): Erlangga.
Nidyatantri NMM., Suryawardani IGAD., Agung PG. (2016). Pengaruh Kepuasan dan Kepercayaan terhadap Loyalitas Konsumen kedelai Jepang Edamame Pendekatan Structural Equation Modeling. E-Jurnal Agribisnis dan Agrowisata. 5(1), 408-417.
Noor J. 2015. Analisis Data Penelitian Ekonomi dan Manajemen. Jakarta: PT Gramedia.
Rachmawati R. (2011). Peranan Bauran Pemasaran (Marketing Mix) Terhadap Peningkatan Penjualan (Sebuah Kajian Terhadap Bisnis Restoran). Jurnal Kompetensi Teknik. 2(1), 143-150.
Rangkuti, Freddy. 2006. Riset Pemasaran. Jakarta (ID): Gramedia Pustaka Utama
Safitri, Suharno, Fariyanto A. (2017). Bauran Pemasaran, Kepuasan dan Loyalitas Pelanggan Benih Kelapa Sawit PT Socfin Indonesia. Jurnal Manajemen. 11(1): 71-89.
Setiadi R. (2019). Pengaruh Kualitas, Kepercayaan dan Brand Image Terhadap Keputusan dalam Memilih SMK di Jakarta Barat [tesis]. Bogor: Sekolah Program Pascasarjana, Intitut Pertanian Bogor.
Szymanski and Henard. (2001). Customer Satisfaction: A Meta-Analysis of the Empirical Evidence. Journal of the Academy of Marketing Science. 29(1), 16-35.
Utama IGBR. 2015. Agrowisata Sebagai Pariwisata Alternatif. Bali: Universitas Dhyana Pura.
___________. 2017. Pemasaran Pariwisata. Yogyakarta: Andi
Wahyundari IWV, Sudiarta IN, Mahadewi NPE. (2015) Pengaruh Bauran Pemasaran terhadap Kepuasan Wisatawan Mancanegara di Pantai Pandawa, Kabupaten Badung, Bali. Jurnal IPTA. 3(1), 50-55.
[WEF] World Economic Forum. 2019. The Travel & Tourism Competitiveness Report 2019. Geneva, Switzerland: World Economic Forum.
Widarjono A. 2015. Analisis Multivariat Terapan dengan Program SPSS, AMOS dan SMARTPLS. Yogyakarta (ID): UPP STIM YKP.