Optimalisasi Program Pemasaran Bagi Pelaku Usaha Agrowisata Stroberi

Rully Arlan Tjahyadi, A. Rinny Maharsi, Chandra Kuswoyo, Nonie Magdalena, Allen Kristiawan Kristiawan, Ariesya Aprillia, Cen Lu, Kartika Imasari, Agus Aribowo, Kezia Kurniawati, Felicia Abednego, ika Gunawan, Anny Nurbasari, Asni Harianti, Maya Malinda, Nur Nur, Henky L. Suwarno, Yolla Margaretha, Vinsensius Vinsensius, Jessica Agrippina Fedora, Agatha Evania Alanarima

Abstract


Abstrak -  La Fresa sebagai salah satu perusahaan di Lembang memiliki beberapa unit bisnis, salah satu bisnis yang menjadi perhatian khusus adalah wisata stroberi. Hampir semua agrowisata strawberry menawarkan produk dan layanan serupa kepada setiap konsumen. Agar dapat bersaing dan unggul, agrowisata harus mampu berorientasi pada proses pemenuhan keinginan dan kebutuhan konsumen. Oleh karena itu, Jurusan Manajemen Universitas Kristen Maranatha melakukan kegiatan Penelitian dan Pengabdian kepada Masyarakat untuk mengoptimalkan strategi pemasaran La Fresa. Kegiatan ini terdiri dari tiga tahap: (1) identifikasi Segmen, Penargetan, dan Positining (STP), serta bauran pemasaran yang telah dilakukan oleh La Fresa dengan teknik Diskusi Kelompok Fokus (FGD); (2) identifikasi preferensi konsumen untuk agrowisata stroberi dan mengusulkan program pemasaran khusus ke La Fresa dengan teknik distribusi kuesioner; (3) presentasi dan konseling hasil dari FGD dan Riset Pasar.

Keywords: Agrotourism, Marketing Mix, Segmentation Targeting Positioning

 Abstract -  La Fresa as one of the corporations in Lembang has several business units, one of the businesses that is of particular concern is strawberry tourism. Almost all strawberry agrotourism offers similar products and services to each consumer. In order to be able to compete and excel, agrotourism must be able to be oriented towards the process of fulfilling consumer desires and needs. Therefore, Departement of Management Maranatha Christian University conducts Research and Community Service activities in order to optimize marketing strategy La Fresa. This activity consists of three stages: (1) identification of Segments, Targeting, and Positining (STP), as well as the marketing mix that has been carried out by La Fresa with Focus Group Discussion (FGD) techniques; (2) identification of consumers' preferences for strawberry agrotourism and proposed specific marketing programs to La Fresa with questionnaire distribution techniques; (3) presentation and counseling of results from the FGD and Market Research.

Keywords: Agrotourism, Marketing Mix, Segmentation Targeting Positioning


Keywords


Agrotourism, Marketing Mix, Segmentation Targeting Positioning

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DOI: https://doi.org/10.24167/patria.v1i2.2304

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