PROPOSED MARKETING STRATEGY TO INCREASE RE-VISIT INTENTION AND PURCHASE INTENTION OF TOURIST IN YOGYAKARTA – CASE CV. JOGJA JALAN JALAN

• Main Author: Nur Hidayat Roffik, Mohammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80883
• Institution: Institut Teknologi Bandung

The tourism industry has been bounced back post Covid-19 pandemic after 2021, especially in Yogyakarta city. As part of marketing strategy of service company, 7P’s and customer behaviour analysis are separately studied by several researchers. But it is important to find direct connections between the detailed qualities of 7P’s with revisit intention or purchase intention. This study uses combination of 7P’s as base framework approached by customer behaviour as stimulus. Re-visit intention for experienced customers is influenced by customer satisfaction of previous experiences. The study shows that among several factors, a firm should ensure customer satisfaction from series of product and price on the previous visit. For broad and new customers, a firm shall focus on the trust building and information satisfaction on the website quality and good promotional programs. Website quality, e-service quality and aggressive promotional program will boost customer’s purchase intention. The results of the customer study will be a strong foundation on the analysis proposed to define new STP and new 7P’s as the new Marketing Strategy. This will be applied in the firm’s organizational vision and operating philosophy and seamlessly communicated to the website or any digital content. The new positioning strategy shall be applied in firm’s activity. There are 5 proposed marketing activity programs to meet the purpose to increase visit intention. They are (1) improving team quality, (2) create new corporate segment division, (3) tour package redesign, (4) improving website quality, and (5) to expand advertisement and promotional program. However, there are still other factors and variables that influencing re-visit intention or purchase intention for future research.