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Basri Modding
Fakultas Ekonomi & Bisnis, Universitas Muslim Indonesia
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Journal : Jurnal Ilmu Manajemen (JIMMU)

 1 
PENGARUH BAURAN PEMASARAN TERHADAP KUNJUNGAN WISATAWAN DI KOTA MAKASSAR Gani, Achriansyah Achmad; Modding, Basri; Hasan, Sabri; Arfah, Aryati
Jurnal Ilmu Manajemen (JIMMU) Vol. 7 No. 2 (2022)
Publisher : Magister Manajemen Universitas Islam Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33474/jimmu.v7i2.18126

Abstract

             Penelitian ini bertujuan untuk mengetahui pengaruh marketing mix terhadap kunjungan wisatawan di kota Makassar. Marketing mix dalam penelitian ini menggunakan 4 (empat) variabel  yang terdiri atas: produk, harga, promosi, distribusi. Penelitian ini menggunakan metode deskriptif kuantitatif. Instrumen penelitian ini menggunakan angket untuk kepentingan survei. Populasi dalam penelitian ini terdiri adalah seluruh jumlah wisatawan kota Makassar. Jumlah sampel ditentukan berdasarkan teknik purposive sampling. Dalam penelitian ini jumlah sampel yang diperoleh adalah 140 wisatawan, dsn penelitian ini menggunakan SPSS. Hasil analisa menunjukkan bahwa marketing mix yang terdiri atas produk, harga, distribusi berpengaruh positif dan signifikan  terhadap keputusan berkunjung. Sementara promosi tidak memiliki pengaruh positif dan signifikan terhadap kunjungan wisatawan di kota Makassar.Kata Kunci:  Produk; harga; promosi; distribusi; kunjungan wisatawan             This study aims to determine the effect of the marketing mix on tourist visits in the city of Makassar. The marketing mix in this study uses 4 (four) variables consisting of: product, price, promotion, distribution. This study uses a quantitative descriptive method. This research instrument uses a questionnaire for survey purposes. The population in this study consisted of the entire number of Makassar city tourists. The number of samples was determined based on purposive sampling technique. In this study, the number of samples obtained was 140 tourists, and this study used SPSS. The results of the analysis show that the marketing mix consisting of product, price, distribution has a positive and significant effect on visiting decisions. Meanwhile, promotion does not have a positive and significant effect on tourist visits in the city of Makassar.Keywords:  Product; price; promotion; distribution; tourist visit
Co-Authors ABDUL GANI Abdul Rahman Abdullah, Ruslan Achmad Gani Achmad Gani Achmad Gani Achmad Gani Achmad Gani Adhi Hilardi Aditya Halim Perdana Kusuma Putra Putra Akhmad Syahid Alamsyah Amir Mahmud Amir Mahmud Amiruddin Amiruddin Amiruddin, Amiruddin Amiruddin, Yudistira Putra Andi Aladin Andi Bunyamin Andi Haslindah Andi Lukman Andi Nirwana Nur Andirwan Annas Plyriadi Annas Priyadi Annisa Fitriah Mudassir Arfah, Aryati Aslan Azhari Atika Atika Azhari, Aslan Azizah Mirdin, Andi Azzah B, Herman Baharuddin Sammaila Baharuddin Semmaila Basalamah, Muhammad Syafi'i A. BEDDU, MEGAWATI Burhan Burhan, Burhan Burhanuddin Burhanuddin Burhanuddin Burhanuddin Dahlia Dahlia Darwis Lannai Darwis Lannai Diah Ayu Gustiningsih Dinsar, Arfandi Fitrohdin Wahyu Sayekti G, Andi Mugni Rizki Gani, Achriansyah Achmad Hamid, Syarwan Hamzah Hafied Hartati Hartati Haslindah, Andi I Gusti Agung Komang Diafari Djuni Hartawan Ibrahim Dani Ilham Labbase Junaidin Zakaria Kadir, Djamaluddin Kalla, Rastina Kamase, Jeni Labbase, Ilham Lannai , Darwis Lastri Wiyani Lastri Wiyani Lukman, Andi Lusiana, Sri Machmud, Kartika Mahathir Mohamad Mahfud nurnajamudin Mahyus Mahyus Mansyur Ramly Martin Miftah, Hermaji Muh Arman Muh. Nur Akbar Muhammad Rivan Maulana Murfat, Moh Zulkifli Mursalim . Mursalim . Mursalim Mursalim Mursalim Mursalim Mursalim Mursalim Mustadir Mustadir Mustafa, Nurul Makka Nirwana Sampara NUR ANDAYANI Nurfadhilah, Nurfadhilah Nurhayati Azis Nurlaelah Nurlaelah Nurtan, Dzulfiqar Nurul Makka Mustafa Nurwana, Nurwana Patandianan, Sinaria Plyriadi, Annas Pramukti, Andika Rahman Mus Rahmatullah, Resky Alqadri Randi Ariady Suwardi Ratna Dewi Ratnasari Ratnasari Reken, Feky Resky Alqadri Rahmatullah Ridwan, Risvina Roslina Alam Rukmana Amar, Auliya Sabri Hasan Safrida Safrida Safrida Santika, Nilan Selong, Abbas Seniorita Seniorita Serlin serang Setyawati Yani Sitti Sukmawati S. Sudirman, Irmayanti Sufri, Mukhlis Suharmin Syarif Suriyanti Syamrul, Syamrul Syamsu Alam Syarief, Takdir Syarwan Hamid Takdir Syarif Takdir Syarif Takdir Syarif Thalib, Najdah Tijjang, Bakhtiar Usman Rahman Yusriana Sri Ana Yusuf Alfian Rendra Anggoro KR Zaenal Arifin Zakaria, Junaidin