Hadiyahalifa, Ayisha and Yusri Abdillah, S.Sos, M.si, Ph,D (2023) Pengaruh Kinerja Elemen Marketing Mix Terhadap Kepuasan Wisatawan Pantai Boom Marina (Survei Pada Wisatawan Pantai Boom Marina Banyuwangi). Sarjana thesis, Universitas Brawijaya.
Abstract
Marketing Mix atau yang biasa disebut bauran pemasaran adalah sekumpulan variabel pemasaran yang terdiri dari product, price, place, promotion, people, process, dan physical evidence yang kemudian disatukan dan diatur oleh sebuah perusahaan untuk mendapatkan tanggapan dari target pasar yang diinginkan. Penelitian ini dilakukan dengan tujuan untuk menguji dan menganalisis retropeksi kinerja elemen marketing mix dan pengaruhnya terhadap kepuasan wisatawan yang ada di Pantai Boom Marina. Variabel independent dalam penelitian ini adalah marketing mix yang terdiri dari product, price, place, promotion, people, process, dan physical evidence. Sedangkan variabel dependen yaitu kepuasan wisatawan. Penelitian ini menggunakan jenis explanatory research dengan pendekatan kuantitatif. Lokasi dalam penelitian ini adalah Pantai Boom Marina yang beradai Kabupaten Banyuwangi. Teknik pengambilan sample menggunakan aksidental sampling. Data primer yang ada dalam penelitian ini bersumber dari kuesioner dalam bentuk google form yang diberikan secara langsung terhadap wisatawan yang berkunjung ke Pantai Boom Marina Hasil penelitian menunjukkan bahwa variabel product dan process berpengaruh tidak signifikan terhadap kepuasan wisatawan Pantai Boom Marina, sisanya variabel price, place, promotion, people, dan physical evidence berpengaruh signifikan terhadap kepuasan wisatawan Pantai Boom Marina. Berdasarkan hasil penelitian ini disarankan kepada pihak pengelola Pantai Boom Marina untuk terus meningkatkan pelayanan dan kualitas tempat wisata secara keseluruhan guna dapat terus memberikan kepuasan terhadap wisatawan.
English Abstract
Marketing Mix is a set of marketing variables consisting of product, price, place, promotion, people, process, and physical evidence which are then united and regulated by a company to get a response from the desired target market. This study was conducted with the aim of testing and analyzing the effect of the performance of marketing mix elements through a retrospective assessment on tourist satisfaction at Boom Marina Beach Independent variables in this study consist of seven elements of service marketing mix i.e product, price, place, promotion, people, process, and physical evidence. The independent variables are tested to inquiry its effect both partially and simultaneously on tourist satisfaction. This is an explanatory research with a quantitative approach. The location of this study is in Boom Marina Beach located in Banyuwangi Regency. The sampling technique uses aksidental sampling. The primary data in this study were collected through questionnaires designed using Google Form platform, which were given directly to tourists visiting Boom Marina Beach. The findings of the study indicate that there is no significant impact of product and process elements on the tourists’ satisfaction, meanwhile, the rest variables show a significant effect on tourists’ satisfaction. Based on the results, this study suggest that the management of Boom marina beach should continue their effort to improve services and the overall quality of its attraction in order to ensure a higher level of satisfaction among tourists who visit.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030377 |
| Subjects: | 900 History, geography and auxiliary disciplines > 910 Geography and travel |
| Divisions: | Fakultas Ilmu Administrasi > Pariwisata |
| Depositing User: | Endang Susworini |
| Date Deposited: | 29 Dec 2023 08:28 |
| Last Modified: | 29 Dec 2023 08:28 |
| URI: | http://repository.ub.ac.id/id/eprint/205898 |
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