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All Journal Jurnal Penyuluhan Jurnal Manajemen dan Agribisnis Agrikultura Sosiohumaniora Agricore: Jurnal Agribisnis dan Sosial Ekonomi Pertanian Unpad Jurnal Penelitian Pertanian Terapan Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Jurnal Penelitian Pendidikan IPA (JPPIPA) Jurnal SEPA (Social Economic and Agribusiness Journal) Dinamisia: Jurnal Pengabdian Kepada Masyarakat JURNAL ILMIAH MAHASISWA AGROINFO GALUH Kumawula: Jurnal Pengabdian Kepada Masyarakat Jurnal Ilmiah Manajemen Kesatuan Abdimas Galuh: Jurnal Pengabdian Kepada Masyarakat Jurnal Agrinika : Jurnal Agroteknologi dan Agribisnis Journal of Food System and Agribusiness (JoFSA) MAHATANI: Jurnal Agribisnis (Agribusiness and Agricultural Economics Journal) Jurnal Agristan KaliAgri Journal: Jurnal Agribisnis Jurnal Pertanian Agros
Zumi Saidah
Fakultas Pertanian Universitas Padjadjaran
Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Nursing Physics Social Sciences Other

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Analisis Bauran Pemasaran (4P) pada Agrowisata Jeruk Siam Eptilu di Kabupaten Garut Zein, Nufika Shilhan; Djuwendah, Endah; Saidah, Zumi
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 12, No 1 (2026): Januari 2026
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v12i1.22403

Abstract

Agrotourism plays a strategic role in supporting rural economic development, enhancing community welfare, and promoting sustainable tourism practices. As one of the leading agrotourism destinations in Garut Regency, Eptilu Siam Orange Agrotourism offers unique attractions such as orange-picking activities, educational tours, and traditional culinary experiences. However, the effectiveness of its marketing strategy is essential to increase competitiveness and attract wider visitor segments. The purpose of this study is to analyze the application of the marketing mix (4P)—product, price, place, and promotion at Eptilu Siam Orange Agrotourism based on visitor perceptions. The research employed a quantitative descriptive approach using a Likert-scale questionnaire distributed to 100 visitors. The data were analyzed descriptively to evaluate the performance of each 4P component. The results show that all aspects of the marketing mix are rated within the “good” to “very good” categories, with the highest scores found in the product and price components. Visitors highly appreciate the orange-picking experience, educational activities, and culinary services provided. Meanwhile, the promotion component particularly digital promotion requires further improvement to reach broader market segments. These findings highlight the importance of strengthening marketing strategies to support sustainable agrotourism development in Garut Regency.
Service Quality Evaluation and Farmer Satisfaction in Agribusiness Entrepreneurship Training Programs Saidah, Zumi; Wulandari, Eliana; Hapsari, Hepi
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 5 (2025): JIMKES Edisi September 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i5.4391

Abstract

This study evaluates service quality and farmer satisfaction in agribusiness-oriented entrepreneurship training programs for corn farmers. The research focuses on identifying gaps between farmers’ expectations and perceptions of training services across five SERVQUAL dimensions: tangibles, reliability, responsiveness, assurance, and empathy. A survey was conducted with 100 corn farmers who had participated in entrepreneurship training programs in Majalengka Regency, Indonesia. Data were analyzed using a modified SERVQUAL instrument integrated with Importance–Performance Analysis (IPA) and the Customer Satisfaction Index (CSI) to assess service performance and determine priority areas for improvement. The results indicate that, overall, farmers report a high level of satisfaction with the training programs, as reflected by a CSI value of 85.99 percent. However, the IPA results reveal that responsiveness of trainers and the adequacy of physical facilities remain key areas requiring improvement, as these dimensions exhibit relatively lower performance compared to their perceived importance. In contrast, assurance and empathy demonstrate strong performance and should be maintained to support training effectiveness. This study contributes to agribusiness management literature by providing an evaluative framework for assessing entrepreneurship training quality and participant satisfaction in smallholder farming contexts. Practically, the findings offer managerial and policy insights for training providers and agricultural extension agencies in designing more responsive, well-supported, and sustainable entrepreneurship training programs for corn farmers.   Keywords: service quality, farmer satisfaction, entrepreneurship training, agribusiness management, corn farmers
Co-Authors Abhyasa Hardhiawan Adi Prasetya Muammar Adrian, Samuel Agriani Hermita Sadeli Alharitsza, Elshafira Almas Dwi Nurshadrina Anggi Sahru Romdon Annisa Fitri Arumdewi, Melfa Annisa Asri Widyasanti Aviola, Zulaika Bajrah, Muhammad Rian Damanik, Marisa Didik, Editya Nugraha Dika Supyandi Dini Rochdiani Drajat, Luthfi Zakaria Eddy Renaldy Eka Purna Yudha Elfa, Muhammad Okiba Jauhari Eliana Wulandari Elly Rasmikayati Elwinda, Derifa Shafa Endah Djuwendah Erna Rachmawati Ernah, Ernah Eti Suminartika Harianto Harianto Hartoyo Hartoyo Haya, Faiza Nasywa Hepi Hapsari Hesty Nurul Utami I Putu Sindhu Respati Widhiguna Idham Parhanudin Irfan Ghani, Mohammad Istiqomah, Nabilla Jihan Marha Karimah, Bella Esla Kartika, Nadhifa Komalawati Kuswarini Kusno Latifa, Nadya Hasna Lestari, Ayuningtyas Puji Lies Sulistyowati Lies Sulistyowati Lucyana Trimo Lucyana Trimo, Lucyana Medah, Fenycia Utari Firstianti Nabila Ananda Putri Novianda Fawaz Khairunnisa Novianda Fawaz Khairunnisa Nur Syamsiah Nur Syamsiyah Nurrahman, Iqbal O Hasbiansyah Pandi Pardian Pebriyanti, Viyana Pratiwi, Pharaz Gemilang Putri, Safira Aulia Rahmah, Ulya Rahman, Naufal Ramadhani, Nadhifa Zahra Ramahani, Cinta Rani Andriani Budi Kusumo Ratna Winandi Asmarantaka Reina Ayu Cecilia Resa Ana Dina Rizky Amalia Ronnie S Natawidjaja Ronnie S. Natawidjaja Samuel Lantip Wicaksono Sara Ratna Qanti SETIAWAN, IWAN Setiyaningrum, Kayla Amina Siahaan, Emil Morris Gumanti Siregar, Rini Natalia Subikha, Ikha Sucipto, Ossy Alfiani Sulistyodewi Nur Wiyono SUPYANDI, DIKA Syakirotin, Muthiah Syifa Herliani Trimo, Lucyana Trisna Insan Noor Tuti Karyani Vina Rachmadina Widia Kintan Sabila Firdaus Yosini Deliana Zein, Nufika Shilhan