SETIANI, DEWI AGUS (2016) PENILAIAN BAURAN PEMASARAN UNTUK MENGUKUR TINGKAT KEPUASAN KONSUMEN AGROWISATA WARAS FARM DI KOTA CILEGON. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This research aims are: 1) to describe characteristics visitors and the their visiting decision, 2) to analyze visitors satisfaction level toward all attributes of marketing mix, 3) to analyze visitors assessment toward important and performance of the 7P’s marketing mix attributes and formulating the implication of 7P’s marketing mix as a marketing strategy for Waras Farm. This research used survey method. One hundred respondents were selected by accidental sampling method. Descriptive tabulation, Importance Performance Analysis (IPA) and CSI (Customer Satisfaction Index) were implemented to analyze the data. Results of Customer Satisfaction Index (CSI) score is 70.17%. This value lies in the range of 0.66 to 0.80 which indicates that visitor satisfaction index on the criteria of "Satisfied”. Importance Performance Analysis calculations shows attributes that are a priority for repair are the attributes that are in quadrant I, which is advertising, media social, visibility, parking area. Attributes that are considered important and are as expected so that could be an asset to be developed are attributes in quadrant II, it including 13 attributes. Attributes that are second to be fixed are the attributes that are in quadrant III, which are transportation public support, package tour, public relations. In quadrant IV there are price with it benefits received and employee knowledge. Keywords: Marketing Mix 7P, Importance and Performance Analysis (IPA), Customer Satisfaction Index (CSI), Waras Farm agrotourism

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