Pengaruh marketing mix produk jasa terhadap keputusan berkunjung wisata bahari jawa timur
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh marketing mix terhadap keputusan berkunjung di wisata Bahari Jawa Timur. Marketing mix dalam penelitian ini menggunakan 7 (tujuh) dimensi yang terdiri atas: produk, harga, promosi, lokasi, orang, proses, bukti fisik. Penelitian ini berfokus kepada pengunjung wisata bahari (pantai dan wisata buatan bertema bahari) khususnya di daerah Pasuruan dan Probolinggo. Penelitian ini menggunakan metode deskriptif kuantitatif. Instrumen penelitian ini menggunakan angket untuk kepentingan survei. Populasi penelitian ini adalah mahasiswa program sarjana manajemen yang berdomisili di Surabaya, Pasuruan dan Probolinggo. Teknik pengambilan sampel dalam penelitian ini menggunakan model CFA. Model ini ini dilengkapi dengan rumus Alpha Cronbach untuk menguji hipotesis yang diajukan. Hasil analisa menunjukkan bahwa marketing mix yang terdiri atas 7 (tujuh) dimensi yang menjadi variabel produk, harga, promosi, lokasi, orang, proses dan bukti fisik berpengaruh secara parsial terhadap keputusan berkunjung. Penelitian ini juga menemukan bukti bahwa ketujuh variabel yang digunakan menunjukkan pengaruh simultan dalam pengambilan keputusan berkunjung.
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DOI: https://doi.org/10.30872/jkin.v17i1.6191
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