Efektivitas Bauran Komunikasi Pemasaran Pada Sweetberry Agrowisata Cipanas

Abstract

Effectiveness of marketing communications mix is indispensable in the development of agrotourism to maintain its existence. The purpose of this study is to analyze the shape of the marketing communications mix, the relationship between the characteristics of the visitors to the effectiveness of the marketing communications mix, and the relationship between the effectiveness of marketing communications activities with the marketing communications mix. This study used accidental sampling technique in determining the respondents. The method is quantitative survey supported by qualitative approach. The results of this study showed that the gender variable have a significant relationship with affective level, variety of marketing communications mix and frequency of delivery of messages with cognitive and affective level, and the strength of the appeal of the AIDA message have a significant relationship with affective and conative level.