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All Journal E-Journal of Tourism E-Jurnal Ekonomi dan Bisnis Universitas Udayana E-Jurnal Akuntansi Universitas Udayana E-Jurnal Manajemen Universitas Udayana
Ni Made Asti Aksari
Fakultas Ekonomi Dan Bisnis Universitas Udayana
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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Journal : E-Jurnal Akuntansi Universitas Udayana

 1 
Peran Persepsi Dalam Memediasi Pengaruh Marketing Mix pada Niat Beli Wisatawan di Bali Zoo Ni Nyoman Rsi Respati; Ni Made Asti Aksari
E-Jurnal Akuntansi Vol 29 No 2 (2019)
Publisher : Accounting Department, Economic and Business Faculty of Universitas Udayana in collaboration with the Association of Accounting Department of Indonesia, Bali Region

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/EJA.2019.v29.i02.p16

Abstract

This study aims to determine the role of perception in mediating the effect of marketing mix on purchase intention. It is important for business people whom engaged in the tourism industry to offering the right product. This research is located at Bali Zoo Gianyar,Bali. The population were foreign and domestic tourists who visited Bali Zoo. From the sampling process, 200 respondents completed the questionnaire completely. The sampling technique used was random sampling method. This study uses path analysis techniques to find the direct and indirect effects of independent variables on the dependent variable. To obtain data and measure research indicators using a questionnaire instrument and measured by a Likert scale. The result of this study shows that perception plays an important role in influencing purchase intention. Marketing mix and perception become factors influences purchase intention. This needs to be taken into account by the management of Bali Zoo. Keywords : Marketing Mix; Perception; Purchase Intention.
Co-Authors AA Gd Agung Rahma Putra Anak Agung Ayu Ratna Maheswari Carissa Lorens Marchia Raharja I Komang Gde Bendesa I Made Dandy Adi Pradana I Made Satya Yoga Dharma I Putu Widya Artana Ida Bagus Putu Asdhi Setiawan Kadek Ayu Arisma Dewi Made Fajar Fernando Made Pramana Putra Ni Ketut Eugenia Shara Devi Ni Made Aprilia Dea Cahyani Ni Made Puspa Dewi Ni Nyoman Rsi Respati Ni Putu Indah Pradnyaswari Nia Anjani Putu Angga Agusta Bimartha Sabar Robintang Saragih Satya Pariana Buditama Yohan Hardy Chandra