MARKETING MIX ANALYSIS AT KAMPUNG BUDAYA SINDANGBARANG, BOGOR

• Main Author: Iasya, Sarah
• Format: Theses
• Language: Indonesia
• Subjects: Geografi dan perjalanan
• Online Access: https://digilib.itb.ac.id/gdl/view/40571
• Institution: Institut Teknologi Bandung

This final project document is to discuss Marketing Mix (7p) at Kampung Budaya Sindangbarang. Determination of location study is based on potential to developing a tourism destination that is allegedly still not known to many people because of weak marketing and also at Kampung Budaya Sindangbarang there is still have not done research about marketing mix. The purpose of this study in general is to determine the application of marketing mix in Kampung Budaya Sindangbarang according to the perception of tourists. This study is using quantitative descriptive approach. The quantitative approach is used to describe statistic analysis. The data collection method used in this research is primary data and secondary data. The number of samples was determined using Slovin theory, and 100 samples were obtained by sample determination using quota sampling. Questioner result is measured by using nominal scale, interval scale and likert scale. The tools used to process data and obtaining the result of calculation is Microsoft Excel and SPSS with data serving by pie chart. The result of this study is indicate that the implementation of the marketing mix at Kampung Budaya Sindangbarang has been done well, but there are still certain things that must be considered and improved so that tourists increase. The conclusion of this study is the characteristics of Kampung Budaya Sindangbarang tourists and the success of the marketing mix in Kampung Budaya Sindangbarang with an average value of 3.50, also the most influential marketing mix element in Kampung Budaya Sindangbarang is discovered.