<![CDATA[This article evaluates how well a Direct-to-Consumer (D2C) marketing scheme performs at “The Blues,” a melon-picking agrotourism site run by BUMDes Maju Makmur in Ketitang Village, Klaten Regency, using the four elements of the marketing mix — Product, Price, Place, and Promotion — as the analytical lens. Specifically, it examines whether consumers’ perceptions of each element line up with how effective they judge the D2C approach to be, and which element carries the most weight. Using a descriptive quantitative design, questionnaires were completed by 34 respondents recruited through snowball sampling; responses were summarized descriptively and tested for association using Spearman’s rank correlation. On the descriptive side, Product, Place, and Promotion were all rated effective, Price came out fairly effective, and overall D2C performance was rated effective, with Product scoring highest. The correlation results tell a different story: only Promotion showed a significant positive link to D2C effectiveness (? = 0.424, p = 0.013), whereas Product (? = 0.288, p = 0.099), Price (? = 0.067, p = 0.706), and Place (? = 0.291, p = 0.095) did not reach significance. In short, what appears to move the needle for D2C success here is not product quality, pricing, or location, but how well promotion is handled.Keywords: Direct-to-Consumer, 4P marketing mix, melon agrotourism, Spearman rank correlation]]>
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