Keefektifan Bauran Komunikasi Pemasaran Agrowisata Eptilu

Abstract

Agrowisata Eptilu telah menerapkan berbagai aktivitas bauran komunikasi pemasaran melalui media konvensional dan digital, namun keefektifannya terhadap respons pengunjung belum diketahui. Penelitian ini bertujuan menganalisis keefektifan bauran komunikasi pemasaran Agrowisata Eptilu berdasarkan model AISAS. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei yang didukung observasi dan wawancara mendalam. Responden berjumlah 60 orang dipilih menggunakan teknik accidental sampling, sedangkan informan dipilih menggunakan purposive sampling. Analisis data menggunakan uji Rank Spearman dan Chi-square dengan bantuan IBM SPSS Statistics 24. Hasil penelitian menunjukkan bahwa Agrowisata Eptilu menerapkan enam elemen bauran komunikasi pemasaran, yaitu periklanan, acara dan pengalaman, hubungan masyarakat dan publisitas, penjualan personal, pemasaran interaktif, serta pemasaran dari mulut ke mulut. Berdasarkan model AISAS, bauran komunikasi pemasaran tergolong cukup efektif, terutama pada tahap minat dan berbagi. Tingkat keterdedahan pengunjung terhadap ragam bauran komunikasi pemasaran berhubungan secara signifikan dan positif dengan keefektifannya.

Eptilu Agrotourism has implemented various marketing communication mix activities through both conventional and digital media. However, their effectiveness in influencing visitor responses remains unknown. This study aims to analyze the effectiveness of Agrowisata Eptilu’s marketing communication mix based on the AISAS model. This study employed a quantitative approach using a survey method supported by observation and in-depth interviews. A total of 60 respondents were selected using accidental sampling, while informants were chosen through purposive sampling. Data were analyzed using Spearman Rank and Chi-square tests with the assistance of IBM SPSS Statistics 24. The results show that Agrowisata Eptilu implements six elements of the marketing communication mix, namely advertising, events and experiences, public relations and publicity, personal selling, interactive marketing, and word-of-mouth marketing. Based on the AISAS model, the marketing communication mix was categorized as moderately effective, particularly at the interest and share stages. The level of visitor exposure to the various elements of the marketing communication mix was found to have a significant and positive relationship with its effectiveness.