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Malia, Rosda
Fakultas Sains Terapan Universitas Suryakancana
Agriculture, Biological Sciences & Forestry Chemical Engineering, Chemistry & Bioengineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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PENGARUH BAURAN PEMASARAN 7P (PRODUCT, PRICE, PLACE, PROMOTION, PROCESS, PEOPLE, PHYSICAL EVIDANCE) TERHADAP KEPUASAN PENGUNJUNG AGROWISATA TAMAN BUNGA NUSANTARA Hardianti, Dian; Malia, Rosda; Nurkamil, Yola
JURNAL AGRITA Vol 7, No 1 (2025): June
Publisher : Universitas Suryakancana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35194/agri.v7i1.5155

Abstract

Jawa Barat memiliki daya tarik pariwisata yang beragam, salah satu jenis pariwisata yaitu agrowisata. TBN merupakan salah satu jenis agrowisata yang terletak di Cianjur. Seiring perkembangan zaman, persaingan dalam industri pariwisata semakin ketat, banyaknya pariwisata di Cianjur sendiri mengalami peningkatan. Maka dari itu untuk mempertahankan tingkat kepuasan pengunjung dan meningkatkan daya tariknya, Taman Bunga Nusantara perlu mengoptimalkan bauran pemasaran 7P. Penelitian ini bertujuan untuk menganalisis pengaruh faktor product, price, place, promotion, process, people, physical evidance secara parsial terhadap kepuasan pengunjung Agrowisata Taman Bunga Nusantara. Penelitian menggunakan metode kuantitatif dengan uji validitas, uji reliabilitas, uji korelasi dan uji parsial (t) dengan menggunakan SPSS versi 26, dengan jumlah responden sebanyak 100 orang. Hasil penelitian menunjukkan bahwa Promotion (X4) tidak berpengaruh dan signifikan terhadap kepuasan pengunjung Agrowisata Taman Bunga Nusantara dengan hasil uji t sebesar 1,880 < 1,986. Sementara variable Product (X1), Price (X2), Place (X3), Process (X5), People (X6), dan Physical evidance (X7) berpengaruh positif dan signifikan terhadap kepuasan pengunjung Agrowisata Taman Bunga Nusantara. Hal ini ditunjukkan dengan hasil uji t dari Product, Price, Place, Process, People, dan Physical evidance dengan t hitung > t tabel yaitu Product 4,555 > 1,986 Price 6,418> 1,986 Place 6,117 > 1,986 Process 8,347 > 1,986 People 9,630 > 1,986 dan Physical evidance 8,621 > 1,986
PERILAKU KONSUMEN BERAS PANDANWANGI (STUDI KASUS KONSUMEN PANDANWANGI CENTER KABUPATEN CIANJUR) Malia, Rosda; Muchtar, Kaisha Az Zahra; Priadi, Getama; Suryani, Santi
JURNAL AGRITA Vol 5, No 2 (2023): December
Publisher : Universitas Suryakancana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35194/agri.v5i2.3603

Abstract

Beras Pandanwangi memiliki nilai jual yang tinggi karena tidak memiliki kesamaan dengan beras di daerah lainnya. Pentingnya mengamati perilaku konsumen dalam kegiatan pemasaran untuk dapat mempengaruhi konsumen agar mau membeli barang atau menggunakan jasa. Penelitian ini bertujuan : 1). Mengkaji karakteristik konsumen beras Pandanwangi, 2) Mengkaji perilaku konsumen beras Pandanwangi di Pandanwangi Center. Penelitian dilakukan di Pandanwangi Center Cianjur pada bulan Januari s/d Juli 2023. Jenis penelitian deskriptif dengan jumlah responden sebanyak 50 orang. Hasil penelitian bahwa mayoritas konsumen berusia produktif (15-64), mayoritas berjenis kelamin perempuan dan berpendidikan Diploma/Sarjana, bekerja sebagai wiraswasta, berpenghasilan Rp. 2.500.000-Rp. 3.500.000. Motivasi konsumen membeli sebagai makanan pokok dan oleh-oleh, konsumen menilai bahwa harga beras Pandanwangi sesuai dengan kualitas, konsumen membeli bera Pandanwangi sebanyak 4-5kg, konsumen memilih aroma, tekstur yang pulen dan kemurnian beras Pandanwangi, konsumen telah mengkonsumsi beras Pandanwangi selama 1 tahun, mayoritas konsumen mendapatkan informasi melalui teman/kerabatnya, konsumen membeli beras Pandanwangi secara langsung, konsumen tidak membeli beras Pandanwangi secara rutin, sebagian besar konsumen membeli sebanyak 2-3 kali, konsumen menyatakan kemasan produk beras Pandanwangi bagus, konsumen menyatakan bahwa beras Pandanwangi sudah bersertifikat Indikasi Geografis (IG), konsumen memilih potongan harga sebagai bentuk promosi yang menarik minat, konsumen menyatakan mudah mendapatkan beras Pandanwangi di Pandanwangi Center, konsumen menilai produk beras Pandanwangi terjamin kualitasnya dan harga beras Pandanwangi sesuai dengan kualitas, konsumen bersedia untuk membeli kembali beras Pandanwangi di Pandanwangi Center. 
EFEKTIVITAS MEDIA SOSIAL SEBAGAI MEDIA SOSIAL SEBAGAI MEDIA PROMOSI BERAS PANDANWANGI CENTER Malia, Rosda; Kautsar, Fahma Nurul
JURNAL AGRITA Vol 6, No 1 (2024): June
Publisher : Universitas Suryakancana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35194/agri.v6i1.4036

Abstract

Social media is widely used by people because it is easy to use and does not require a lot of money. Promotion is one of the ways used to increase sales volume. Pandanwangi Center is one of the agencies that conducts promotions on social media. Promotion effectiveness is measured by the AIDA concept (Attention, Interest, Desire, Action). This study aims to: (1) identify the characteristics of social media as a promotional medium for Pandanwangi Center Rice, (2) analyze the effectiveness of social media as a promotional medium for Pandanwagi Center Rice. The research was conducted at Pandanwangi Center, Cianjur Regency, from January 2023 to July 2023. The analysis method used is qualitative descriptive analysis. Taking respondents with non-probability sampling with Purposive technique totaling 40 people. The results showed that: (1) social media characteristics: (a) Pandanwangi Center does not form a group, (b) The information conveyed by Pandanwangi Center is clear, (c) Pandanwangi's social media archive is considered clear, (d) the interaction carried out by Pandanwangi Center is considered good, (e) The content delivered is very effective, (2) respondents agree that social media is less effective as a promotional medium with details of each stage: (a) respondents agreed at the attention stage, (b) respondents agreed at the interest stage, (c) respondents (67.5%) agreed at the stage of having a desire, (d) respondents (57.56%) disagreed to make a purchase (action).
PENGARUH BAURAN PEMASARAN 7P (PRODUCT, PRICE, PLACE, PROMOTION, PEOPLE, PROCESS, PHYSICAL EVIDENCE) TERHADAP KEPUTUSAN BERKUNJUNG KE AGROWISATA TAMAN BUNGA NUSANTARA Malia, Rosda
JURNAL AGRITA Vol 7, No 2 (2025): December
Publisher : Universitas Suryakancana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35194/agri.v7i2.5698

Abstract

Taman Bunga Nusantara is one of the agritourisms located in Cianjur Regency, West Java. Attractions in West Java, especially Cianjur Regency, continue to emerge and have the potential to become new competitors for Taman Bunga Nusantara. Taman Bunga Nusantara needs to pay attention to the marketing mix so that these tourist destinations can still be attracted by tourists. This study aims to analyze the effect of Product, Price, Place, Promotion, People, Process, Physical Evidence partially and simultaneously on the decision to visit Taman Bunga Nusantara agrotourism. The data analysis methods used in this study include: descriptive analysis, validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, correlation analysis, simple linear regression analysis, t test, F test, multiple linear regression analysis and multiple determination coefficient (R²). The sampling technique used purposive sampling with a total of 100 respondents. Based on the results of the t test, it is known that partially the variables Product (X1), Price (X2), Place (X3), Promotion (X4), People (X5), Process (X6) and Physical Evidence (X7) have a positive and significant effect on visiting decisions. While the F test results show that simultaneously, the 7P marketing mix variables have a significant effect on visiting decisions.
Co-Authors Adang Suryana Adang Suryana Ahmad Nur Rizal Anny Salawaty Asep Saepul Alam Dea Irvania Deri Fikri Fauzi Dian Hardianti, Dian Dikhrul hakim Dinda Nurulita Elis Sopia Endah Lisarini Eva Vaulina Novianti Fakhri Syarif Fauzan Zikri Fauzan Zikri Fuji Suciyanti Ghaida Aghnia Zahirah Hanisa Sismaya Lestari Hanisa Sismaya Lestari, Hanisa Sismaya Ida Daminih Ilham Maulana Yusup Junialdi Dwijaputra Kautsar, Fahma Nurul Malihah, Siti Megianie Widiyantie Mochamad Irvan Abdul Azis Muchtar, Kaisha Az Zahra Muhamad Fachri Ramadani Muhammad Yahya Ahmad Nurjaya Nurjaya Nurkamil, Yola Priadi, Getama putri, permata Rahmat Taufiq Dwi Jatmika Santi Risnawati Santi Suryani Suryani, Santi Tarno Sutarno Tri Rahayu Via Sopyah Wandi , Wisnu Mulyanu Supartin Yola Nurkamil Yola Nurkamil Yola Nurkamil