Pengaruh strategi pemasaran terhadap kepuasan pengunjung River Tubing Lembah Niti
Article Sidebar
Marketing strategy,
Marketing mix,
Tourism,
Tourist attraction
Main Article Content
Abstract
The purpose of this study was to analyze the role of the marketing mix strategy in influencing visitor satisfaction in River Tubing, Niti Valley, Subang Regency. This research uses a quantitative approach, with an explanatory survey method. Determination of the sample was calculated using the Slovin formula from the population, namely the average monthly visitor at the River Tubing Lembah Niti (PT. Sari Ater) tourist attraction, namely 996 with an error rate of 10%, so that the sample in this study was 91 respondents. Methods of data analysis using simple linear regression analysis by testing the hypothesis t test. The results of the study concluded that the variable marketing mix has an effect on visitor satisfaction in River Tubing, Niti Valley, Subang Regency. The magnitude of the influence of the marketing mix is 0.790 or 79 percent, and the remaining 21 percent is influenced by other factors.
Article Details
References
Assauri, S. (2013). Manajemen Pemasaran, Jakarta: RajawaliPers, PT. Raja GrafindoPersada.
Brahmana, O. J. (2021). Pengaruh Bauran Pemasaran Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Dan Dampaknya Pada Loyalitas Pengunjung (Survei Pada Pengunjung Air Terjun Si Piso Piso, Kab Karo). Universitas Brawijaya.
Faidzin, M. (2019). Pengaruh Strategi Bauran Pemasaran Modern terhadap Peningkatan Jumlah Pengunjung (Studi kasus Wisata Pantai Lombang Sumenep). Universitas Wiraraja.
Finardi, A. D. I., & Yuniawati, Y. (2016). Gunung Tangkuban Perahu Pengaruh Customer Experience Terhadap Revisit Intention Di. Tourism and Hospitality Essentials (THE) Journal, 6(1).
Fitrianti, S., Ismawati, I., & Sillia, N. (2018). Analisis tingkat kepuasan pengunjung kawasan wisata Lembah Harau. Jurnal Poli Bisnis, 7(1).
Kotler, P., & Amstrong, G. (2018). Principles of Marketing. Edisi 15 Global Edition. Pearson.
Kotler, P., & Keller, K. L. (2016). Manajemen Pemasaran Jilid I Edisi ke 12. Jakarta: Erlangga, 27.
Pratminingsih, S. A., Johan, A., & Salsabil, I. (2022). The effect of destination attractiveness on destination attachment and its impact on tourist sustainable behavior. Jurnal Siasat Bisnis, 26(2), 222–234. https://doi.org/10.20885/jsb.vol26.iss2.art8
Priyatno, D. (2016). Buku saku analisis statistik data SPSS. Media Pressindo.
Puspita, R. D., Suwandari, L., Prihdiyanti, A. S., Soedirman, U. J., Soedirman, U. J., & Soedirman, U. J. (2022). the Effect of Marketing Mix Strategy Towards Marketing Performance of Badan Usaha Milik Desa ( Bumdes ) in Desa Kedondong , Kecamatan Sokaraja , Kabupaten Banyumas. 736–748.
Satria, B., Untari, D. T., & Khasanah, F. N. (2023). Pengaruh Marketing Mix Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Mujigae Resto Bekasi. Jurnal Kajian Ilmiah, 23(1), 1410–9794.
Setiawan, P. Y. B., & Fudholi, A. (2016). Influence of Marketing Mix Satisfaction and Loyalty Products Customers. Jurnal Manajemen Dan Pelayanan Farmasi, 6(2), 115–124.
Siroj, S., Nurwidiawati, D., Mailani, A., Syachwaldi, R. A., Irawan, A., Nurohman, M. Y., & Aditya, S. (2021). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pada Kantor Pos Sindanglaya Cipanas. El-Ecosy: Jurnal Ekonomi Dan Keuangan Islam, 1(1), 1–16.
Siswadi, F., Hari, M., & Sufrin, H. (2019). Pengaruh kualitas layanan terhadap kepuasan pelanggan dan loyalitas pelanggan. Jurnal Pustakawan Indonesia, 18(1), 42–53.
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif dan R&D (20th ed.). Alfabeta, cv.
Sulistyawati, A., Made, N., & Seminari, N. K. (2015). Pengaruh kualitas pelayanan terhadap kepuasan pelanggan restoran Indus Ubud Gianyar. Udayana University.
Wulan, E. R., & Husaeni, U. A. (2015). Analysis of the variables that affect bookstore customer satisfaction. International Journal of Nusantara Islam, 3(2), 27–36. https://doi.org/https://doi.org/10.15575/ijni.v3i2.484.