Analysis of customer satisfaction of Kebun Refugia Magetan agrotourism in Magetan | ||
| SVU-International Journal of Agricultural Sciences | ||
| Volume 6, Issue 1, January 2024, Pages 73-83 PDF (474.08 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/svuijas.2024.261379.1330 | ||
| Authors | ||
| A. Styaningrum* ; E.S. Rahayu; S.M. Handayani | ||
| Department of Magister Agribusiness, Faculty of Agriculture, Universitas Sebelas Maret, Jl. Ir. Sutami No. 36 A, 57126 Surakarta, Indonesia. | ||
| Abstract | ||
| Agricultural-tourism development (agritourism) is one of the alternatives that can encourage economic potential, one of which is agritourism carried out by the Magetan Regency government, namely the development of Kebun Refugia Magetan (KRM) agritourism. Agritourism is expected to be a means of showing local culture in the utilization of state asset land to increase the income of local governments and farmers which will increase local revenue (PAD). The purpose of this study was to determine the prioritized tourist attributes and the level of customer satisfaction in Kebun Refugia Magetan (KRM) Agrotourism Plaosan District Magetan Regency. The basic method of research is descriptive quantitative, determining respondents using non-probability sampling techniques, namely accidental sampling with a total sample size of 100. Statistical analysis used is Structural Equation Model Partial Least Square (SEM PLS), Importance performance analysis (IPA), and Customer satisfaction index (CSI). This study shows that the variables of attractions, amenities, and ancillary have a positive and significant effect on visitor satisfaction while the accessibilities variable is not significant. Importance performance analysis (IPA) and customer satisfaction index (CSI) show that customers are very satisfied with the tourist attributes at the Kebun Refugia Magetan but not maximized. This can be seen from the results of testing the level of customer satisfaction using the Customer Satisfaction Index (CSI) method of 84.50%. In testing with the Importance Performance Analysis (IPA) method, 3 attributes fall into quadrant A which means 3 tourist attributes have not been maximized according to customer expectations. | ||
| Keywords | ||
| Agritourism; Customer Satisfaction; Kebun Refugia Magetan | ||
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