Analisis Faktor Bauran Pemasaran Terhadap Kepuasan Pengunjung Agrowisata La Fresa Lembang

Authors

  • Euis Dasipah Universitas Winaya Mukti Author
  • Widi Sri Insani Universitas Winaya Mukti Author

DOI:

https://doi.org/10.17509/jithor.v6i1.55881

Keywords:

Agrowisata, Bauran Pemasaran, Kepuasan Pengunjung

Abstract

This study aims to determine the application of the marketing mix in Agrotourism La Fresa Lembang, Bandung and how the influence of the marketing mix on visitor satisfaction Agrotourism La Fresa Lembang, Bandung. The method used is a case method. The analytical tool used is multiple linear regression statistical analysis. The results obtained are the simultaneous F-test of product, price, place, promotion, people, process and physical evidence variables have a significant influence on visitor satisfaction. From the results of the T-test partially the marketing mix that has a significant effect is the price, place, people and process variables. Meanwhile, product, promotion and physical evidence variables have no significant effect on visitor satisfaction.

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Published

2023-04-01

Issue

Vol. 6 No. 1 (2023): Journal of Indonesian Tourism, Hospitality and Recreation (April)

Section

Articles

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Copyright (c) 2023 Euis Dasipah, Widi Sri Insani

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