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