<![CDATA[Bumiaji Sejahtera merupakan salah satu agrowisata yang membudidayakan buah jambu kristal di Kota Batu secara organik dan memberikan sarana edukasi kepada pengunjung. Seiring berkembangnya waktu terdapat banyak tantangan yang dihadapi, salah satunya semakin banyaknya kompetitor. Tujuan penelitian ini, untuk mengetahui karakteristik pengunjung, serta mengetahui faktor-faktor yang mempengaruhi keputusan berkunjung ke agrowisata petik jambu kristal. Penelitian dilakukan di UD. Bumiaji Sejahtera pada bulan Maret-Juli 2023 menggunakan teknik purposive sampling. Data dianalisis secara deskriptif dan analisis regresi linier berganda dengan alat bantu soffware SPSS. Diperoleh hasil penelitian, (1) karakteristik pengunjung didominasi oleh usia 20-29 dengan persentase 50%, jenis kelamin didominasi oleh perempuan dengan persentase 64%, domisili didominasi oleh pengunjung dari luar Kota Batu dengan persentase 74%, pekerjaan pengunjung didominasi oleh pegawai swasta dengan persentase 30%. Pada tingkat pendapatan didominasi pada rentang pendapatan Rp 6.000.000 – Rp 7.999.999 dengan persentase 38%, pendidikan terakhir didominasi oleh sarjana/S1 dengan persentase 54%, frekuensi kunjungan didominasi dengan kunjungan pertama kali datang dengan persentase 78%, pengunjung memperoleh sumber informasi di dominasi dari teman dengan persentase 76%, serta melakukan kunjungan didominasi bersama teman dengan persentase 64%. (2) Secara simultan variabel lokasi, harga, fasilitas dan kualitas pelayanan berpengaruh signifikan terhadap keputusan berkunjung, dan (3) Secara parsial variabel lokasi, harga dan kualitas pelayanan bernilai positif dan berpengaruh secara signifikan terhadap keputusan berkunjung, sedangkan variabel fasilitas bernilai negatif dan tidak signifikan terhadap keputusan berkunjung. Bumiaji Sejahtera is one of the agro-tourisms that cultivates crystal guava fruit in Batu City organically and provides educational facilities to visitors. Over time there are many challenges faced, one of which is the increasing number of competitors. The purpose of this study, to determine the characteristics of visitors, and to determine the factors that influence the decision to visit the crystal guava picking agrotourism. The research was conducted at UD. Bumiaji Sejahtera in March-July 2023 using purposive sampling technique. Data were analyzed descriptively and multiple linear regression analysis with SPSS software tools. The research results obtained, (1) visitor characteristics are dominated by ages 20-29 with a percentage of 50%, gender is dominated by women with a percentage of 64%, domicile is dominated by visitors from outside Batu City with a percentage of 74%, visitor occupations are dominated by private employees with a percentage of 30%. At the income level, it is dominated by the income range of Rp 6,000,000 – Rp 7,999,999 with a percentage of 38%, the last education is dominated by undergraduate / S1 with a percentage of 54%, the frequency of visits is dominated by first-time visits with a percentage of 78%, visitors get information sources dominated by friends with a percentage of 76%, and make visits dominated by friends with a percentage of 64%. (2) Simultaneously the variables of location, price, facilities and service quality have a significant effect on visiting decisions, and (3) Partially the location, price and service quality variables are positive and have a significant effect on visiting decision, while the facility variable is negative and insignificant to visiting decision.]]>
