PERAN TEKNOLOGI DIGITAL DAN MODAL SOSIAL DALAM MENINGKATKAN DAYA SAING AGROWISATA (Studi di Desa Ketapanrame, Mojokerto): The Role of Digital Technology and Social Capital in Increasing the Competitiveness of Agrotourism (A Study in Ketapanrame Village, Mojokerto) - Kardiono, Ardian; Wisnujati, Nugrahini Susantinah; Patiung, Markus (Jurnal Ilmiah Sosio Agribis, 2025)
Penelitian ini menganalisis pengaruh teknologi digital dan modal sosial terhadap daya saing agrowisata, dengan bauran pemasaran (7P) sebagai variabel pemoderasi. Studi kuantitatif dilakukan di Desa Ketapanrame, Mojokerto, menggunakan kuesioner terhadap 30 pengelola agrowisata. Data dianalisis dengan PLS-SEM. Hasil menunjukkan bahwa teknologi digital dan modal sosial berpengaruh positif dan signifikan terhadap daya saing. Bauran pemasaran terbukti memperkuat (memoderasi) hubungan kedua variabel tersebut terhadap daya saing. Temuan ini menekankan bahwa pengembangan agrowisata memerlukan integrasi strategi digital, pemanfaatan jejaring sosial, dan penerapan bauran pemasaran yang tepat. Studi ini memberikan kontribusi teoretis pada model pemasaran pariwisata berbasis masyarakat serta rekomendasi praktis bagi pengelola untuk meningkatkan daya saing secara berkelanjutan. Kata kunci: Bauran Pemasaran, Daya Saing Agrowisata, Modal Sosial, Teknologi Digital. This study analyzes the influence of digital technology and social capital on agrotourism competitiveness, with the marketing mix (7Ps) as a moderating variable. A quantitative study was conducted in Ketapanrame Village, Mojokerto, using a questionnaire with 30 agrotourism managers. Data were analyzed using PLS-SEM. The results showed that digital technology and social capital had a positive and significant effect on competitiveness. The marketing mix was proven to strengthen (moderate) the relationship between the two variables on competitiveness. These findings emphasize that agrotourism development requires the integration of digital strategies, the utilization of social networks, and the implementation of an appropriate marketing mix. This study provides theoretical contributions to the community-based tourism marketing model as well as practical recommendations for managers to increase competitiveness sustainably. Keywords: Marketing Mix, Agrotourism Competitiveness, Social Capital, Digital Technology.