EVALUASI STRATEGI BAURAN PEMASARAN DI AGROWISATA AMANAH KARANGPANDAN, KABUPATEN KARANGANYAR DENGAN METODE IMPORTANCE PERFORMANCE ANALYSIS (IPA) DAN CUSTOMER SATISFACTION INDEX (CSI)

Abstract

Abstrack: This research is aimed to know the implementation of marketing mix in Amanah Agro- Tourism, to know the marketing mix attributes that need to be fixed and improved by Amanah Agro-Tourism, and to know the right act in order to repair marketing mix attributes in Amanah Agro-Tourism.The basic method of this research was descriptive analytical. The location of this research was in Karangpandan Amanah Agro-Tourism. The data used in this research were primary data and secondary data. The data analysis used in this research were (1) Importance Performance Analysis (IPA) method, (2) Customer Satisfaction Index (CSI) The result of this research showed that the implementation of 7P marketing mix in Amanah Agro-Tourism is still not optimal. The marketing mix attributes in quadrant 1 are the main priorities that need to be fixed. Those marketing mix attributes were price conformity with service, farms and agriculture, bakery activity, reachable location, signpost board, and information access related to Amanah agro- tourism service. The result of CSI calculation was 76,06%. This score was located at the range of 0,66-0,80 that showed if the tourist’s satisfaction level was in “satisfied” level. The CSI score needs to be improved to reach “very satisfied” level. In order to improve the CSI score and fix the marketing mix attributes in Amanah agro-tourism, the manager of Amanah Agro-tourism need to renew or fix their organization structure, make a new policy, reallocate resources differently and maintain their performance.