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https://repository.uksw.edu//handle/123456789/29129
Title: | Pengaruh Bauran Pemasaran Terhadap Minat Kunjungan Kembali Wisatawan di Agrowisata Gunungsari Kopeng Kabupaten Semarang |
Authors: | Naibaho, Dio Nanda |
Keywords: | Agrowisata;Bauran Pemasaran;Minat Kunjungan Kembali |
Issue Date: | 26-Apr-2023 |
Abstract: | Agrowisata merupakan tempat wisata yang memanfaatkan keindahan sumber daya alam baik itu di sektor pertanian, peternakan dan perkebunan. Guna meningkatkan jumlah wisatawan perusahaan harus menonjolkan keunggulan yang dimiliki agar memberikan kepuasan kepada wisatawan, sehingga dapat membentuk minat untuk mengunjungi kembali dalam jangka panjang dan mampu bersaing. Tujuan dari penelitian adalah menganalisis pengaruh bauran pemasaran terhadap minat kunjungan kembali di Agrowisata Gunungsari Kopeng. Penelitian ini menggunakan analisis regresi linear berganda melalui wawancara menggunakan kuesioner terhadap 50 orang wisatawan sebagai responden yang dipilih melalui teknik Non Probability Sampling. Penelitian ini dilakukan pada bulan Januari sampai dengan Maret Tahun 2022. Hasil penelitian menunjukkan bahwa bauran pemasaran (harga, produk, promosi, dan tempat) berpengaruh positif terhadap minat kunjungan kembali. Hasil uji t menunjukkan harga, produk, tempat berpengaruh signifikan dan hasil uji F menyatakan bahwa bauran pemasaran berpengaruh secara simultan terhadap minat kunjungan kembali, serta nilai koefisien determinasi (R2) sebesar 73% sedangkan sisanya yaitu 27% dipengaruhi oleh variabel lain yang tidak digunakan dalam penelitian ini. Agrotourism is a tourist place that utilizes the beauty of natural resources both in the agricultural, livestock and plantation sectors. Increase the number of tourists, companies must highlight their advantages in order to provide satisfaction to tourists because tourist satisfaction will form interest in revisiting so that this business can survive and be able to compete. The purpose of this research was to analyze the influence of the marketing mix towards tourists revisit interest in Gunungsari Kopeng Agrotourism. The analysis used is multiple linear regression analysis through interviews using a questionnaire to 50 tourists as respondents who were selected through the non probability sampling technique. This research was conducted from January to March 2022. The results of the research show the results that the marketing mix (price, product, promotion, and place) has a positive influence on interest to revisit. The results of t test shows that the price, product, place have a significant influence and the results of the F test state that the marketing mix has a simultaneous influence on the interest to revisit, as well the results of the coefficient of determination (R2) are 73% while the remaining 27% is influenced by other variables that are not used in this research. |
URI: | https://repository.uksw.edu//handle/123456789/29129 |
Appears in Collections: | T1 - Agribusiness |
Files in This Item:
File | Description | Size | Format | |
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T1_522018801_Judul.pdf | 587.34 kB | Adobe PDF | View/Open | |
T1_522018801_Bab I.pdf Until 9999-01-01 | 48.96 kB | Adobe PDF | View/Open | |
T1_522018801_Bab II.pdf Until 9999-01-01 | 60.6 kB | Adobe PDF | View/Open | |
T1_522018801_Bab III.pdf Until 9999-01-01 | 280.68 kB | Adobe PDF | View/Open | |
T1_522018801_Bab IV.pdf Until 9999-01-01 | 471.94 kB | Adobe PDF | View/Open | |
T1_522018801_Bab V.pdf Until 9999-01-01 | 38.18 kB | Adobe PDF | View/Open | |
T1_522018801_Daftar Pustaka.pdf | 259 kB | Adobe PDF | View/Open | |
T1_522018801_Lampiran.pdf Until 9999-01-01 | 1.12 MB | Adobe PDF | View/Open | |
T1_522018801_Lisensi dan Embargo.pdf Restricted Access | 871.14 kB | Adobe PDF | View/Open |
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