PENGARUH BAURAN PEMASARAN TERHADAP KUNJUNGAN WISATAWAN DI KOTA MAKASSAR
DOI:
https://doi.org/10.33474/jimmu.v7i2.18126Abstract
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           Penelitian ini bertujuan untuk mengetahui pengaruh marketing mix terhadap kunjungan wisatawan di kota Makassar. Marketing mix dalam penelitian ini menggunakan 4 (empat) variabel yang terdiri atas: produk, harga, promosi, distribusi. Penelitian ini menggunakan metode deskriptif kuantitatif. Instrumen penelitian ini menggunakan angket untuk kepentingan survei. Populasi dalam penelitian ini terdiri adalah seluruh jumlah wisatawan kota Makassar. Jumlah sampel ditentukan berdasarkan teknik purposive sampling. Dalam penelitian ini jumlah sampel yang diperoleh adalah 140 wisatawan, dsn penelitian ini menggunakan SPSS. Hasil analisa menunjukkan bahwa marketing mix yang terdiri atas produk, harga, distribusi berpengaruh positif dan signifikan terhadap keputusan berkunjung. Sementara promosi tidak memiliki pengaruh positif dan signifikan terhadap kunjungan wisatawan di kota Makassar.
Kata Kunci:Â Produk; harga; promosi; distribusi; kunjungan wisatawan
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           This study aims to determine the effect of the marketing mix on tourist visits in the city of Makassar. The marketing mix in this study uses 4 (four) variables consisting of: product, price, promotion, distribution. This study uses a quantitative descriptive method. This research instrument uses a questionnaire for survey purposes. The population in this study consisted of the entire number of Makassar city tourists. The number of samples was determined based on purposive sampling technique. In this study, the number of samples obtained was 140 tourists, and this study used SPSS. The results of the analysis show that the marketing mix consisting of product, price, distribution has a positive and significant effect on visiting decisions. Meanwhile, promotion does not have a positive and significant effect on tourist visits in the city of Makassar.
Keywords:Â Product; price; promotion; distribution; tourist visit
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