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All Journal Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis MAHATANI: Jurnal Agribisnis (Agribusiness and Agricultural Economics Journal)
Zein, Nufika Shilhan
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Agriculture, Biological Sciences & Forestry Biochemistry, Genetics & Molecular Biology Economics, Econometrics & Finance Environmental Science Social Sciences

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ANALISIS MODEL BISNIS AGROWISATA JERUK SIAM BERKELANJUTAN DI KABUPATEN GARUT Zein, Nufika Shilhan; Djuwendah, Endah; Saidah, Zumi
MAHATANI: Jurnal Agribisnis (Agribusiness and Agricultural Economics Journal) Vol 8 No 2 (2025): Mahatani : Jurnal Agribisnis (Agribusiness and Agricultural Economics Journal)
Publisher : Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52434/mja.v8i2.43300

Abstract

Agrowisata Jeruk Siam merupakan salah satu potensi ekonomi lokal yang memiliki peluang besar untuk dikembangkan sebagai usaha berkelanjutan. Penelitian ini menggunakan pendekatan mixed methods dengan menggabungkan analisis kuantitatif dan kualitatif untuk mengevaluasi model bisnis Agrowisata Jeruk Siam di Kabupaten Garut. Pendekatan kuantitatif dilakukan melalui survei terhadap 100 responden pengunjung, sedangkan pendekatan kualitatif diperoleh dari wawancara mendalam dengan 6 informan kunci yang terdiri atas pengelola, pelaku usaha, dan pihak terkait lainnya. Analisis dilakukan menggunakan kerangka Business Model Canvas (BMC) untuk memetakan sembilan elemen model bisnis yang berhubungan dengan keberlanjutan agrowisata. Hasil penelitian menunjukkan bahwa penguatan proposisi nilai, optimalisasi saluran pemasaran digital, pengembangan kemitraan strategis, serta inovasi pengalaman wisata menjadi aspek penting dalam mewujudkan pengembangan agrowisata yang berkelanjutan. Temuan ini memberikan rekomendasi bagi pengelola untuk merancang model bisnis yang lebih adaptif, kompetitif, dan berorientasi pada keberlanjutan.
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.
Co-Authors Endah Djuwendah Zumi Saidah