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All Journal EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) Patria : Jurnal Pengabdian Kepada Masyarakat
Rully Arlan Tjahyadi
Universitas Kristen Maranatha, Bandung
Economics, Econometrics & Finance Education Health Professions Public Health Social Sciences Other

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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
Patria : Jurnal Pengabdian Kepada Masyarakat Vol 1, No 2: September 2019
Publisher : Universitas Katolik Soegijapranata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24167/patria.v1i2.2304

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
Adopsi Belanja Online selama Pandemi Covid-19: Pengujian Model Unified Theory of Acceptance and Use of the Technology pada Generasi Z Felix Thaddeus Christianto; Rully Arlan Tjahyadi
Ekonomi, Keuangan, Investasi dan Syariah (EKUITAS) Vol 5 No 1 (2023): August 2023
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/ekuitas.v5i1.3594

Abstract

The COVID-19 pandemic has created a new reality in terms of shopping, including consumption patterns among Generation Z. The pandemic has shifted offline shopping to online platforms by leveraging technology. This research aims to examine the influence of the Unified Theory of Acceptance and Use of Technology (UTAUT) model on behavioral intention. This study also investigates the impact of COVID-19 fear on behavioral intention. The respondents in this study are from Generation Z, and the sample size consists of 259 participants. Data collection for this research is conducted using a questionnaire. Validity, reliability, and classical assumptions tests are performed prior to hypothesis testing. Hypothesis testing is done using multiple linear regression analysis. The results of this study indicate that the variables of performance expectancy, effort expectancy, social influence, facilitating conditions, as well as COVID-19 fear, collectively and partially, significantly influence behavioral intention. The recommendations for future researchers are to include a broader range of variables that may influence behavioral intentions beyond the variables examined in this study and to test the use behavior. Subsequent studies are expected to expand the geographical scope to encompass regions that may possess diverse cultures and characteristics in responding to technological advancements.
Co-Authors A. Rinny Maharsi Agatha Evania Alanarima Agus Aribowo Allen Kristiawan Anny Nurbasari Ariesya Aprillia Asni Harianti Cen Lu Chandra Kuswoyo Felix Thaddeus Christianto Hadi Nasbey Henky L. Suwarno Ika Gunawan Jessica Agrippina Fedora Kartika Imasari Tjiptodjojo Kezia Kurniawati Maya Malinda Nonie Magdalena Nur Nur Vinsensius Vinsensius Yolla Margaretha