CHANIAGO, SILVIA DELIMA (2024) PENGARUH BAURAN PEMASARAN TERHADAP MINAT BERKUNJUNG KEMBALI PADA OBJEK WISATA TAMAN IMPIAN JAYA ANCOL. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Tourism is one of the largest industrial sectors in the service sector which is profitable to be developed as one of the assets used as a promising source of foreign exchange for the government. The development of the tourism sector which is increasingly rapidly influencing progress in the service sector in Indonesia today. In 2017 the tourism sector ranks second as the largest contributor to foreign exchange in Indonesia after palm oil. This study aims to determine the effect of the Marketing Mix which consists of Product, Price, Place, Promotion, People, Process, and Physical Evidence on Revisiting Interest in the Taman Impian Jaya Ancol Tourism Object. Respondents in this study were Indonesians who had been to Taman Impian Jaya Ancol. This research was conducted on 152 respondents with a quantitative approach. The data analysis used is statistics in the form of SEM-PLS. The results of the research on the seven variables of the Marketing Mix show that the Product, Promotion, People, Process variable has a significant positive effect on Returning Interest and the Price, Price, Place, Physical Evidence variable has a positive and insignificant effect on Revisiting Interest in the Taman Impian Jaya Ancol Tourism Object. Keywords: Tourism, Marketing Mix, Product, Price, Place, Promotion, People, Process, Physical Evidence, Revisit Intention. Pariwisata merupakan salah satu sektor industri terbesar di bidang jasa yang menguntungkan untuk dikembangkan sebagai salah satu aset yang digunakan sebagai sumber devisa negara yang menjanjikan bagi pemerintah. Perkembangan pada sektor pariwisata yang semakin pesat berpengaruh terhadap kemajuan pada sektor jasa di Indonesia saat ini . Pada tahun 2017 sektor pariwisata menempati urutan kedua sebagai penyumbang devisa negara terbesar di Indonesia setelah kelapa sawit. Penelitian ini bertujuan untuk mengetahui pengaruh Bauran Pemasaran yang terdiri dari Product, Prrice, Place, Promotion, People, Process, dan Physical Evidence terhadap Minat Berkunjung Kembali pada Objek Wisata Taman Impian Jaya Ancol. Responden pada penelitian ini adalah orang Indonesia yang sudah pernah berkunjung ke Taman Impian Jaya Ancol. Penelitian ini dilakukan terhadap 152 responden dengan pendekatan kuantitatif. Analisis data yang digunakan adalah statistic dalam bentuk SEM-PLS. Hasil penelitian terhadap ketujuh variabel Bauran Pemasaran menunjukkan bahwa, Variabel Product, Promotion, People, Process berpengaruh positif signifikan terhadap Minat Berkunjung Kembali dan Variabel Price, Price, Place, Physical Evidence berpengaruh positif tidak signifikan terhadap Minat Berkunjung Kembali pada Objek Wisata Taman Impian Jaya Ancol. Kata Kunci : Pariwisata, Bauran Pemasaran, Product, Price, Place, Promotion, People, Process, Physical Evidence, Minat Berkunjung Kembali.
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