KARINA , WULANDARI (2025) PENGARUH PENERAPAN STRATEGI BAURAN PEMASARAN TERHADAP KEPUTUSAN KUNJUNGAN DI DANAU KEMUNING LAMPUNG TIMUR. FAKULTAS ILMU SOSIAL DAN ILMU POLITIK, UNIVERSITAS LAMPUNG.
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Abstract
Indonesia memiliki banyak destinasi wisata alam, salah satunya Danau Kemuning di Kabupaten Lampung Timur. Meskipun menawarkan keindahan alam yang asri, jumlah kunjungan wisatawan masih rendah akibat persaingan dan strategi pemasaran yang belum optimal. Penelitian ini bertujuan untuk menganalisis pengaruh Bauran Pemasaran (7P) terhadap Keputusan Kunjungan wisatawan Indonesia has many natural tourist destinations, one of which is Lake Kemuning in East Lampung Regency. Although it offers beautiful natural scenery, the number of tourist visits is still low due to competition and suboptimal marketing strategies. This study aims to analyze the effect of the Marketing Mix (7P) on Tourist Visit Decisions using a quantitative approach and simple linear regression analysis. Data were collected through a Google Form-based questionnaire to 100 respondents with a purposive sampling technique. The instrument uses a Likert scale to measure respondents' perceptions. The results show that the Marketing Mix has a positive and significant effect on Visit Decisions. The classical assumption test is also met, indicating that the regression model is feasible to use. Thus, the better the implementation of the Marketing Mix, the higher the interest of tourists to visit. The results of this study are expected to be the basis for developing a more effective and sustainable marketing strategy for Lake Kemuning managers. Keywords : Strategy, Marketing Mix, Visit Decision. menggunakan pendekatan kuantitatif dan analisis regresi linear sederhana. Data dikumpulkan melalui kuesioner berbasis Google Form kepada 100 responden dengan teknik purposive sampling. Instrumen menggunakan skala Likert untuk mengukur persepsi responden. Hasil menunjukkan bahwa Bauran Pemasaran berpengaruh terhadap Keputusan Kunjungan. Uji asumsi klasik juga terpenuhi, menunjukkan model regresi layak digunakan. Dengan demikian, semakin baik penerapan Bauran Pemasaran, semakin tinggi minat wisatawan untuk berkunjung. Hasil penelitian ini diharapkan dapat menjadi dasar pengembangan strategi pemasaran yang lebih efektif dan berkelanjutan bagi pengelola Danau Kemuning. Kata Kunci : Strategi, Bauran Pemasaran, Keputusan Kunjungan.
| Item Type: | Other |
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| Subjects: | ?? 300 ?? ?? 320 ?? |
| Divisions: | Fakultas ISIP > Prodi Administrasi Bisnis |
| Depositing User: | UPT . Desi Zulfi Melasari |
| Date Deposited: | 21 Oct 2025 07:42 |
| Last Modified: | 21 Oct 2025 07:42 |
| URI: | http://digilib.unila.ac.id/id/eprint/91621 |
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