Pengaruh Kepuasan Petani Ulat Sutera terhadap Loyalitas sebagai Plasma pada Pola Kemitraan Agrowisata Sutera Sari Segara

Abstract

The Effect of Silkworm Farmer Satisfaction on Loyalty as Plasma on the Silk Agro
Tourism Pattern of Sutera Sari Segara

Agro Tourism Sutera Sari Segara is an agrotourism that presents natural silk activities,
ranging from mulberry tree cultivation to weaving silk thread into silk. Mistakes that
generally occur in partnership companies are the creation of partnership agreements by one
party, late delivery of production facilities, and late payments. The purpose of this study
was to determine the partnership pattern between Sutera Sari Segara Silk Agrotourism and
partner farmers and analyze the effect of silkworm farmer satisfaction on loyalty as
plasma. Respondents in this study were 40 partner farmers who were obtained based on
non-probability sampling with judgmental sampling. The model is designed based on the
Structural Equation Modeling (SEM) approach based on SmartPLS version 3.0. The
results showed that the partnership pattern between Sutera Sari Segara Silk Agro Tourism
and partner farmers was a plasma core pattern. The three service variables have a positive
and significant effect on farmer satisfaction. The service variables of cultivation
techniques have the greatest influence on farmer satisfaction. The variable farmer
satisfaction with loyalty has a positive and significant value. Based on the results of this
study, it is expected that Sutera Sari Segara Silk Agro Tourism in making partnership
agreements can involve partner farmers. The quality of service provided by the Sari Segara
Agrotourism is good. However, it needs to be improved to maintain and improve farmer
satisfaction, so that farmers become loyal.