STRATEGI BAURAN PEMASARAN DAN PENGARUHNYA TERHADAP MINAT WISATAWAN UNTUK KEMBALI BERKUNJUNG DI KAWASAN WISATA BANTEN LAMA KOTA SERANG

Abstract

The purpose of this study is to determine the influence of the marketing mix strategy in attracting tourists to return to visit the tourist area of Banten Lama, Serang City, either simultaneously or partially. The marketing mix variables used are: product, price, promotion, location, people, process, and physical evidence as variable X. Meanwhile, interest in visiting tourists is an aspect used to explain variable Y. The population in this study were all tourists who had visited. to the Old Banten tourist attraction. Purpossive sampling was used to take samples with a sample size of 100 respondents. Multiple Linear Regression is used as a data analysis method in this research. From the results of the F test, it is known that product variables, price, promotion, location, people, process, and physical evidence can simultaneously influence the interest of tourists to return to visit the old Banten tourism area with a significance level of 0.000 <0.05. Partially only the Promotion, People and Process variables that influence the interest of tourists to visit again. The process variable has the greatest influence in attracting tourists to return to the tourist area of Old Banten with a large influence of 14.98%.