Efektivitas Bauran Komunikasi Pemasaran Pascapandemi Covid-19 di Desa Wisata Sembungan, Kabupaten Wonosobo, Jawa Tengah

Abstract

Penelitian ini bertujuan untuk mendeskripsikan bentuk bauran komunikasi pemasaran yang diterima pengunjung, menganalisis efektivitas bauran komunikasi pemasaran, serta hubungan antara karakteristik dan keterdedahan pengunjung dengan efektivitas bauran komunikasi pemasaran. Kehadiran Covid-19 berdampak pada penurunan jumlah pengunjung Desa Wisata Sembungan sehingga perlu dilihat efektivitas bauran komunikasi pemasarannya pascapandemi Covid-19. Metode penelitian menggunakan survei dengan instrumen kuesioner kepada 60 responden yang dipilih menggunakan metode accidental sampling dan data diolah secara non- parametic statistics. Hasil penelitian menunjukkan bahwa kegiatan bauran komunikasi pemasaran yang dilakukan oleh pengelola Desa Wisata Sembungan masih belum efektif dan hanya media komunikasi pemasaran Word of Mouth, baik secara tatap muka maupun e-WOM, yang diterima pengunjung. Terdapat hubungan signifikan pada variabel usia dan jenis kelamin dengan aspek afektif, variabel motivasi dan frekuensi penerimaan pesan dengan aspek konatif, serta variabel informasi penerimaan pesan dengan aspek kognitif dan afektif.

This study aims to describe the form of marketing communication mix received by visitors, analyze the effectiveness of the marketing communication mix, and the relationship between visitor characteristics and visitation with the effectiveness of the marketing communication mix. The presence of Covid-19 has an impact on the decline in the number of visitors to Sembungan Tourism Village so it is necessary to see the effectiveness of the marketing communication mix after the Covid-19 pandemic. The research method used a survey with a questionnaire instrument to 60 respondents selected using the accidental sampling method and the data were processed using non-parametric statistics. The results showed that the marketing communication mix activities carried out by the Sembungan Tourism Village manager were still ineffective and only Word of Mouth marketing communication media, both face-to-face and e-WOM, were received by visitors. There is a significant relationship between the variables of age and gender with affective aspects, the variables of motivation and frequency of message reception with conative aspects, and the variables of message reception information with cognitive and affective aspects.