Strategi Pengembangan Agrowisata di Agribusiness and Technology Park untuk Meningkatkan Jumlah Pengunjung

Abstract

Penelitian ini dilatar belakangi belum optimalnya pengembangan Agrowisata di Agribusiness and Technology Park, seperti minimnya promosi digital. Tujuan penelitian ini adalah untuk merumuskan strategi pengembangan berbasis potensi dan kendala aktual melalui pendekatan SWOT dan Analytical Hierarchy Process (AHP), serta mengevaluasi dampak promosi media sosial secara finansial. Hasil penelitian menunjukkan bahwa kendala utama adalah kurangnya promosi media sosial (bobot 0,34) dan strategi prioritas adalah optimalisasi media sosial TikTok (bobot 0,52). Analisis finansial menunjukkan peningkatan pendapatan dari Rp49.540.909 menjadi Rp59.449.091 serta peningkatan R/C rasio dari 2,3 menjadi 2,5. Uji Paired Sample t-Test menunjukkan bahwa terdapat perbedaan signifikan antara jumlah kunjungan sebelum dan sesudah promosi TikTok, dengan nilai t hitung –2,418 dan p-value 0,036 (p < 0,05), sehingga dapat disimpulkan bahwa promosi digital berdampak positif terhadap peningkatan kunjungan.

This research was motivated by the suboptimal development of Agrotourism at the Agribusiness and Technology Park, such as the limited use of digital promotion. The objective of the study was to formulate development strategies based on actual potentials and constraints through the SWOT approach and the Analytical Hierarchy Process (AHP), as well as to evaluate the financial impact of social media promotion. The results of the study showed that the main constraint was the lack of social media promotion (weight 0.34), and the priority strategy was the optimization of TikTok social media (weight 0.52). The financial analysis indicated an increase in revenue from IDR49.540.909 to IDR59.449.091 as well as an increase in the R/C ratio from 2.3 to 2.5. The Paired Sample t-Test revealed a significant difference in the number of visits before and after the TikTok promotion, with a t-value of –2.418 and a p-value of 0.036 (p < 0.05), leading to the conclusion that digital promotion had a positive impact on increasing visits.