| Popis: |
Usaha tanaman hias menunjukkan tren peningkatan penjualan seiring meningkatnya sector pariwisata. Tujuan penelitian ini menganalisis variabel yang memiliki hubungan yang signifikan antara unsur Marketing Mix 7P dengan penjualan tanaman hias kaktus dalam pot di Desa Agrowisata Dukuh, Kopeng, Kabupaten Semarang. Penelitian ini dilakukan pada tanggal 9 Mei sampai 27 Juli 2022. Sampel yang digunakan adalah penjual tanaman hias kaktus dan sukulen sebanyak 40 orang yang ditetapkan dengan pertimbangan tertentu (Purposive sampling). Indikator kuesioner penelitian diukur dengan Scale Rating skala numeris. Metode yang digunakan dalam penelitian yaitu metode deskriptif kuantitatif dan dianalisis dengan uji korelasi Rank Spearman. Hasil penelitian menunjukkan bahwa variabel produk produk (X1), tempat (X3), promosi (X4), orang (X5), proses (X6) berkorelasi dengan tingkat penjualan tanaman hias kaktus sedangkan variabel yang tidak berkorelasi adalah harga (X2) dan bukti fisik (X7). The ornamental plant business shows a trend of increasing sales in line with the increase in the tourism sector. The purpose of this research is to analyze the variables that have a significant relationship between the elements of Marketing Mix 7P and the sale of ornamental cactus plants in pots in Dukuh Agrotourism Village, Kopeng, Semarang Regency. This research was conducted from May 9 to July 27 2022. The sample used was cacti and succulent ornamental plant sellers as many as 40 people who were determined with certain considerations (purposive sampling). The research questionnaire indicators were measured by a numerical scale rating scale. The method used in this research is descriptive quantitative method and analyzed with the Rank Spearman correlation test. The results showed that the product variables (X1), place (X3), promotion (X4), people (X5), process (X6) correlated with the level of sales of ornamental cactus plants, while the variables that were not correlated were price (X2) and physical evidence. (X7). |
