Analisis Kepuasan dan Kepercayaan Pengunjung Agrowisata Edukasi Sentulfresh

Lainatussifa Lainatussifa (Program Magister Sains Agribisnis, Sekolah Pascasarjana, Institut Pertanian Bogor)
Wahyu Budi Priatna (Departemen Agribisnis, Fakultas Ekonomi dan Manajemen, Institut Pertanian Bogor)
Heny Kuswanti Suwarsinah (Departemen Agribisnis, Fakultas Ekonomi dan Manajemen, Institut Pertanian Bogor)

Forum Agribisnis
Vol 11 No 1 (2021): FA VOL 11 NO 1 MARET 2021

Changes in the children's learning curriculum that emphasize children's activities and experiences not just reading material, making agro-tourism an alternative learning media for interaction that is chosen by the school. As one of the agro-education objects, Sentulfresh needs always to evaluate their performance of the marketing mix (product, price, place, promotion, people, process and physical evidence) through visitor satisfaction and trust. This study aims to analyze any marketing mix variables that affect the satisfaction variable, is there effect of satisfaction on trust and where is the satisfaction level of Sentulfresh visitors. Data collection was carried out on 70 respondents who had visited Sentulfresh. The data analysis method used were the Structural Equation Model Partial Least Square (SEM PLS) and the Customer Satisfaction Index (CSI). SEM-PLS analysis results show that all marketing mix variables have no significant effect on visitor satisfaction, while satisfaction has a significant effect on visitor trust. CSI analysis results shows that Sentulfresh visitor satisfaction is at the “satisfied” level.