Analisis Sikap dan Faktor Kualitas Website yang Mempengaruhi Minat Beli Agrowisata Sabila Farm

Abstract

Peluang peningkatan jumlah wisatawan domestik objek wisata alam di Yogyakarta pasca berakhirnya pandemi Covid-19 dan perkembangan teknologi informasi dapat mengatasi kelemahan perusahaan dalam promosi online agrowisata Sabila Farm. Tujuan penelitian ini adalah menganalisis sikap dan faktor kualitas website yang mempengaruhi minat beli paket grup agrowisata Sabila Farm, menganalisis perbandingan aspek finansial sebelum dan sesudah promosi melalui website, serta merancang dan mengimplementasikan pembuatan website. Metode analisis data yang digunakan pada penelitian ini adalah analisis deskriptif, model fishbein, analisis linear berganda, forecasting dan analisis R/C ratio. Hasil penelitian menunjukan bahwa sikap pengguna terhadap atribut kualitas website Sabila Farm adalah sangat positif dan positif. Faktor yang mempengaruhi minat beli paket grup agrowisata Sabila Farm adalah usability (X1) dan service interaction quality (X3). Implementasi website terdiri dari proses pembuatan prototipe, coding, recheck, hingga publikasi. R/C ratio yang dihasilkan setelah promosi melalui website meningkat dari 1,09 menjadi 1,44.

The opportunity to increase the number of domestic tourists to natural attractions in Yogyakarta after the end of the Covid-19 pandemic and the development of information technology can overcome the company's weaknesses in online marketing of Sabila Farm agritourism. The purpose of this research is to analyze the attitudes and website quality factors that influence the purchase interest of Sabila Farm agritourism group packages, analyze the comparison of financial aspects before and after promotion through the website, and design and implement website development. The data analysis methods used in this research are descriptive analysis, fishbein model, multiple linear analysis, forecasting and R/C ratio analysis. The results showed that user attitudes towards the quality attributes of the Sabila Farm website were very positive and positive. Factors that influence interest in buying Sabila Farm agritourism group packages are usability (X1) and service interaction quality (X3). Website implementation consists of a process of prototyping, coding, rechecking, to publication. The resulting R/C ratio after promotion through the website increased from 1,09 to 1,44.