Strategi Pemasaran Stroberi di Agrowisata Hidden Strawberry Garden Desa Pancasari

  • Luh Putu Putri Candra Dewi Universitas Pendidikan Ganesha
  • I Gede Putra Nugraha Program Studi D4 Pengelolaan Perhotelan, Jurusan Manajemen, Fakultas Ekonomi, Universitas Pendidikan Ganesha,
  • I Putu Gede Parma )Program Studi D4 Pengelolaan Perhotelan, Jurusan Manajemen, Fakultas Ekonomi, Universitas Pendidikan Ganesha,
DOI: https://doi.org/10.32795/widyamanajemen.v6i2.5992
Keywords: Agrowisata, Produk Pertanian Stroberi, Strategi Pemasaran

Abstract

This research aims to investigate the marketing strategy for strawberry agricultural products in the Hidden Strawberry Garden Agrotourism, Pancasari Village, Buleleng Regency as well as the obstacles experienced in implementing the marketing strategy used. Pancasari Village is known as a tourist village that is rich in natural potential, including strawberry gardens which are one of the tourist destinations. The research method used is qualitative descriptive analysis with data collection methods in the form of direct observation at the location and interviews with the owner of Hidden Strawberry Garden. This research explores the implementation of the 4P marketing strategy (Product, Price, Place, and Promotion) implemented by Hidden Strawberry Garden. The research results show that Hidden Strawberry Garden has succeeded in increasing brand image awareness through direct promotion, social media and government involvement. However, obstacles such as tight market competition and strawberry harvest which depends on the season remain a concern in managing this agrotourism. It is hoped that the suggestions given to business owners regarding each obstacle they face will be able to provide solutions and improvements to production so that they can optimize marketing strategies.

References

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Published
2024-07-19
How to Cite
Dewi, L. P. P., Nugraha, I. G., & Parma, I. P. (2024). Strategi Pemasaran Stroberi di Agrowisata Hidden Strawberry Garden Desa Pancasari. Widya Manajemen, 6(2), 147-154. https://doi.org/10.32795/widyamanajemen.v6i2.5992
Issue
Vol 6 No 2 (2024): Widya Manajemen
Section
Articles
Copyright (c) 2024 Widya Manajemen

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