Effectiveness of One Stop Entertainment, Learning and Shopping Marketing Concepts on Visitors Satisfaction Agrotourism in South Sulawesi (Case Study: Wisata Kebun, Gowa)

The aims of this reseacrh (1) describe what is one stop entertainment, learning and shopping marketing concepts that is applied by the agrotourism Wisata Kebun, Gowa through facilities, activities, until infrastructure, (2) Knowing the effect of the effectiveness of the application of the one stop entertainment, learning and shopping marketing concept variables on visitor satisfaction in Wisata Kebun, Gowa, and (3) Knowing the level of visitor satisfaction value on the one stop entertainment, learning and shopping marketing concept variables that have been available in Agrotourism Wisata Kebun, Gowa. This research used a quantitative approach, implemented in Poros Malino, Gowa Regency. Location was determination purposively. The research was conducted from March to July 2018. Respondents were selected visitors using incidental sample method with Slovin formula as many as 150 visitors. Primary data in this study were obtained from questionnaires and interviews with visitors, while secondary data was obtained from the Wisata Kebuns manager, Gowa. The data analysis used is multiple linear regression analysis and CSI (Customer Satisfaction Index). The results showed that the one stop entertainment, learning and shopping marketing concepts in Wisata Kebun, Gowa still focused on entertainment while learning and shopping were still not maximized in its application. The effectiveness of the application one stop entertainment, learning and shopping marketing concept has a significant effect of 0.05 on visitor satisfaction. The value of visitor satisfaction on the variable one stop entertainment, learning and shopping marketing concepts was at intervals 0.51-0.65, which means visitors or tourists feel quite satisfied with the performance that has been done and provided by the Wisata Kebun, Gowa