ANALYSIS OF THE INFLUENCE OF THE MARKETING MIX ON TOURISTS’ REVISIT INTENTION IN URBAN HERITAGE TOURISM AT KAWASAN KOTA LAMA TANGERANG

• Main Author: Angelica A. S., Leanora
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/81900
• Institution: Institut Teknologi Bandung

Kawasan Kota Lama Tangerang is an urban heritage area with cultural heritage buildings and residential areas that still maintain Chinese architecture. The Government of Tangerang City will make Kawasan Kota Lama Tangerang a cultural and creative economy center. Optimizing the marketing mix can contribute to developing Kawasan Kota Lama Tangerang. This research aims to determine the influence of the marketing mix on tourists' revisit interest and identify the marketing mix that influences tourists' revisit interest in urban heritage tourism in Kawasan Kota Lama Tangerang. The marketing mix is a combination of marketing variables to achieve targeted sales levels. The marketing mix consists of seven variables: product, price, promotion, place, people, process, and physical evidence. Interest in visiting again can be interpreted as the feeling that arises of repeating visiting the same destination. This research uses quantitative methods. The data that has been collected will be analyzed quantitatively using statistics. The results of this research show that the marketing mix of price, promotion, place, people, process, and physical evidence simultaneously influences tourist interest in returning to urban heritage tourism in Kawasan Kota Lama Tangerang by 52.1%. Partially, the variables price, promotion, place, people, process and physical evidence do not have a significant influence on tourists' interest in revisiting urban heritage tourism in Kawasan Kota Lama Tangerang. The place variable is a variable that significantly influences tourists' interest in returning to Kawasan Kota Lama Tangerang.