BAURAN PEMASARAN JAMBU KRISTAL DI AGROWISATA JT FARM PEMALANG

Abstrak

Penelitian ini dilakukan dengan tujuan untuk mengetahui bauran pemasaran yang diterapkan oleh Agwowisata JT Farm Dusun Karangsuci, Desa Penggarit, Kabupaten Pemalang terutama dalam melakukan penjualan buah jambu kristal. Metode analisis data yang digunakan dalam penelitian yaitu deskriptif kualitatif. Penentuan lokasi penelitian dilakukan secara purposive. Penelitian ini menggunakan data primer yang diperoleh dari hasil wawancara dan observasi serta data sekunder diperoleh dari studi literatur, laporan tertulis, dan sumber lainnya. berdasarkah hasil penelitian yang telah dilakukan, Agrowisata JT Farm telah menerapkan strategi bauran pemasaran diantaranya produk, harga, promosi, tempat, manusia, bukti fisik dan proses. Dalam elemen produk memiliki berbagai tanaman hortikultura diantaranya jambu kristal, jambu air, klengkeng, anggur, mangga, dan durian. Namun, penjualan terbanyak terdapat pada buah jambu kristal. Penetapan harga disesuaikan berdasarkan kualitas atau grade buah. Promosi dilakukan melalui jejaring sosial seperti instagram (jtfarm2022), facebook (JT. FARM), dan WhatsApp. Penyaluran produk jambu kristal dilakukan melalui dua saluran penjualan diantaranya saluran penjualan I (produsen – konsumen), saluran penjualan II (produsen – pengepul – konsumen). Jambu kristal disortasi terlebih dahulu sebelum dipasarkan guna memisahkan buah berdasarkan kualitasnya. Bukti fisik yang terdapat di Agrowisata JT Farm yaitu perkebunan agrowisata seluas 4 ha, tema petik buah langsung dari kebunnya dan penyediaan mobil field trip untuk berkeliling di setiap perkebunan hortikultura. Fasilitas tersebut disediakan dengan tujuan untuk memberikan daya tarik dan kepuasan kepada wisatawannya.

This research was carried out with the aim of finding out the marketing mix implemented by Agwowisata JT Farm Dusun Karangsuci, Penggarit Village, Pemalang Regency, especially in selling crystal guava fruit. The data analysis method used in the research is descriptive qualitative. Determining the research location was carried out purposively. This research uses primary data obtained from interviews and observations as well as secondary data obtained from literature studies, written reports and other sources. Based on the results of research that has been carried out, JT Farm Agrotourism has implemented a marketing mix strategy including product, price, promotion, place, people, physical evidence and process. The product elements include various horticultural plants including crystal guava, water guava, longan, grapes, mango and durian. However, the biggest sales are in crystal guava fruit. Pricing is adjusted based on the quality or grade of the fruit. Promotion is carried out through social networks such as Instagram (jtfarm2022), Facebook (JT. FARM), and WhatsApp. Distribution of crystal guava products is carried out through two sales channels, including sales channel I (producer - consumer), sales channel II (producer - collector - consumer). Crystal guava is sorted before being marketed to separate the fruit based on its quality. The physical evidence available at JT Farm Agrotourism is a 4 ha agrotourism plantation, the theme of picking fruit directly from the garden and the provision of field trip cars to tour each horticultural plantation. These facilities are provided with the aim of providing attraction and satisfaction to tourists.