KINERJA BAURAN PEMASARAN JASA PENANGKARAN BENIH CABAI MERAH Studi Kasus pada Multi Agro Wiyata dan Nuansa Agro Insani di Jember
Abstract: The research on the
profile Chilli seed breeding and its delivering service was done on May–August
2005 in Multi Agro Wiyata and Nuansa Agro Insani, Jember regency. The goals
were to find description of service marketing perfomance and to analyce the dominant
factor in service marketing from both service providers.There are seven
variables in service marketing exactly: Product, Price, Promotion, Place,
People, Process and Physical Evidence. This research used survey method with
quitsioner by 200 farmers. Services are categorized as “medium-high contact”
and thus a high degree of interaction. Interpersonal communication between
farmers and service professional with usage appropiate technology is essential
for succesful service delivery. The result of descriptive analysis showed that
the diferenciation in service marketing performance between Multi Agro Wiyata
and Nuansa Agro Insani are product and process delivering service. The dominant
factors in service marketing,"People performance" in Multi Agro
Wiyata and "physical evidence performance" in Nuansa Agro Insani.
Keywords: Chilli Seed
breeding, Service Marketing, Effective Technology
Penulis: Devi Datu
Kode Jurnal: jppertaniandd100049
