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All Journal Martabe : Jurnal Pengabdian Kepada Masyarakat Jurnal Ekonomi Manajemen Pekobis : Jurnal Pendidikan, Ekonomi, dan Bisnis Perwira Journal of Science and Engineering (PJSE) Perwira Journal of Economics and Business (PJEB) Perwira Journal of Community Development (PJCD)
Hana Afifah
Universitas Perwira Purbalingga
Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Languange, Linguistic, Communication & Media Social Sciences

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Journal : Jurnal Ekonomi Manajemen

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The Relationship of 4Ps Marketing Mix to the Satisfaction of Baturraden Local Tourists Hana Afifah; Reza Rahmadi Hasibuan
Jurnal Ekonomi Manajemen Vol 8, No 2 (2022): November 2022
Publisher : Program Studi Manajemen Fakultas Ekonomi Universitas Siliwangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37058/jem.v8i2.5162

Abstract

The aim of this study is to examine the relationship of 4P’s marketing mix which consists of Product, Price, Place, and Promotion as independent variables to the satisfaction of Baturraden local tourists as dependent variable. The quantitative method approach is implemented in this study which focused on Banyumas local tourists who have visited Lokawisata Baturraden. The sample size was calculated using Taro Yamane formula with the population based on the BPS data of Baturraden visitors in 2018, and the results obtained was 100 respondents. Five Likert Scale questioners were distributed to collect the data and Multiple Linier Regressions was employed for the analysis. The result showed that the variable Place has a significant effect to the Baturraden local tourists’ satisfaction with coefficient regression around 0.281 (28.1 percent), follows by Product with coefficient regression around 0.185 (18.5 percent). Meanwhile, other two variables such as price and promotion have no effects to the Baturraden local tourists’ satisfaction
Co-Authors Almas Rifqi Darmawan Anastasia Anggarkusuma Arofah Aulia Nisa’ Khusnia Ayu Sitanini Destin Alfianika Maharani Hasibuan, Reza Rahmadi Juli Handayani Karunia Zuraidaning Tyas Nugroho Budi Wirawan R. Satria Setyanugraha Renovriska, Melia Dwi Sekar Waskitho Agung Siti Nasiroh Widadatul Ulya