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All Journal MANAJEMEN HUTAN TROPIKA Journal of Tropical Forest Management Jurnal Penyuluhan Sodality: Jurnal Sosiologi Pedesaan MEDIA KONSERVASI Jurnal Manajemen dan Agribisnis Indonesian Journal of Forestry Research Jurnal Penelitian Hasil Hutan Jurnal Penelitian Hutan Tanaman JURNAL ANALISIS KEBIJAKAN KEHUTANAN Indonesian Journal of Business and Entrepreneurship (IJBE) Jurnal Pengelolaan Sumberdaya Alam dan Lingkungan (Journal of Natural Resources and Environmental Management) Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Jurnal Organisasi Dan Manajemen Jurnal Penelitian Sosial dan Ekonomi Kehutanan Forest and Society Jurnal Penelitian Kehutanan Bonita Jurnal Penelitian Hasil Hutan Jurnal Risalah Kebijakan Pertanian dan Lingkungan Dinamika Lingkungan Indonesia Jurnal Ilmu Kehutanan Jurnal Ilmu Kehutanan Jurnal Pallangga Praja Policy Brief Pertanian, Kelautan, dan Biosains Tropika Jurnal Penelitian Hasil Hutan
Dodik Ridho Nurrochmat
Departemen Manajemen Hutan, Fakultas Kehutanan, Institut Pertanian Bogor, Jalan Lingkar Akademik, Kampus IPB Dramaga, Bogor 16680, Indonesia
Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Environmental Science Materials Science & Nanotechnology Social Sciences

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Journal : Indonesian Journal of Business and Entrepreneurship (IJBE)

 1 
MARKETING MIX ANALYSIS OF NATURAL TOURISM AREA 'KAWAH PUTIH’ AND ITS EFFECT ON VISITORS’ DECISION Isyana Rahayu; Dodik Ridho Nurrochmat; Achmad Fachrodji
Indonesian Journal of Business and Entrepreneurship (IJBE) Vol. 1 No. 2 (2015): IJBE, Vol. 1 No. 2, May 2015
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.1.2.72

Abstract

Kawah Putih is one of the leading tourist places in Bandung which has significantly contributed to the revenue of travel business division in the Forestry Housing as the manager. The revenue obtained depends on the marketing mix strategy conducted by the management because the marketing mix is the elements which become a consideration basis when making marketing communication strategy services in order to understand the demands of tourists. Therefore, the objectives of this study were to obtain and understand information and analyze the visitors’ responses on the natural tourism area related to the marketing mix that has been implemented by the management. The dependent variables included the elements of marketing mix, that involves 7P – product, price, place, promotion, people, procees and physical evidence, while the independent variable included the visitors’ decision. From the validity and tests, it is revealed that the overall regression model bring effects or at least there is one variable of the marketing mix factors that influences the decision of the visitors. From the data analysis, it is found that the process variables and physical appearance do not significantly affect the decision of the visitors. The other variables. that involve variables of product, price, place, promotion, and human have significantly influence the visitors’ decision.Keywords: Marketing mix, Kawah Putih, decision of visitors, touristsABSTRAKKawah Putih merupakan salah satu wisata unggulan Kota Bandung dan telah berkontribusi cukup signifikan untuk pendapatan divisi bisnis wisata Perum Perhutani. Pendapatan yang diperoleh tergantung dari strategi bauran pemasaran yang dilakukan oleh pengelola karena pada bauran pemasaran terdapat unsur atau elemen yang menjadi dasar pertimbangan pembuatan strategi komunikasi pemasaran jasa dalam rangka untuk memahami tuntutan dari wisatawan. Tujuan penelitian ini adalah memperoleh informasi, memahami dan menganalisis tanggapan pengunjung kawasan wisata alam tentang bauran pemasaran yang telah dilakukan oleh pihak pengelola. Variabel independennya adalah elemen bauran pemasaran 7P yaitu product, price, place, promotion, people, procees dan physical evidence, sedangkan untuk variabel dependennya adalah keputusan pengunjung. Pada uji validitas dan reabilitas diketahui data hasil penelitian bisa digunakan. Pada uji asumsi didapatkan bahwa data memenuhi asumsi normal serta tidak terdapat multikolinearitas dan heteroskedasititas Dari hasil analisis data dapat diketahui variabel proses dan penampilan fisik tidak berpengaruh terhadap keputusan pengunjung. Sedangkan untuk variabel lainnya yang mencakup variabel produk, harga, tempat, promosi, dan manusia signifikan berpengaruh terhadap respon keputusan pengunjung.Kata kunci: marketing mix, Kawah Putih, keputusan pengunjung, wisatawan
MARKETING MIX FACTORS THAT INFLUENCE THE DESIRE TO PURCHASE FRUIT BEVERAGES IN THE CITY OF BOGOR Iffatul Ulfah; Ujang Sumarwan; Dodik Ridho Nurrochmat
Indonesian Journal of Business and Entrepreneurship (IJBE) Vol. 2 No. 1 (2016): IJBE, Vol. 2 No. 1, January 2016
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.2.1.33

Abstract

The objectives of this research were 1) to analyze marketing mix factors that influence the desire to purchase fruit beverages, 2) to formulate the marketing strategies of fruit beverages at restaurant based on fruit beverages in the city of Bogor. This research was conducted by using descriptive methods through survey approach. Data was collected in questionnaires, using non probability sample approach with convenience sampling technique. Variables measured  were 7P’s marketing mix factors, namely product, place, price, promotion, physical evidence, process and people. The analysis that were used were descriptive analysis and discriminant analysis. The result of this research shows that price and physical evidence were two factors that discriminate consumer behaviour. This means that the purchase intention (desire) between consumers who buy and consumers who do not buy fruit beverages were affected by price and physical evidence factors. The discriminant function that discriminate consumers purchase intention is D = -3,339+0,619Physical+0,899Price and cut-off value -0,18624. This means that if discriminant value (D)is higher than -0,18624, the consumer belongs to the group of consumer who will buy the fruit beverages and vice versa.Keywords: consumer behaviour, purchase intention, marketing mix, discriminant analysis
Co-Authors Aceng Hidayat Achmad Fachrodji Agung Wibowo Agus Justianto Agus Justianto Agus Justianto Agus Poerwadianto Agus Wahyudi Ahmad Erani Yustika Aldila Paramita Andi Agustiadi Ardhi Yusuf Ardian surya Nurhakim Ari Suharto Arief Daryanto Arif Satria Arya Hadi Dharmawan Asis Budiawan Baguna, Firlawanti Lestari Bahruni . Bambang Hero Saharjo Bramasto Nugroho Budi Kuncahyo Cecep Kusmana Christine Wulandari Clara M. Kusharto Daniel Pontoan Darwo Darwo David Andreas Deddy Ruchjadi Dewi Febriani Dewi Febriani Dhany Yuniati Di Gregorio, Monica Didik Suharjito Dodi Supriatna Dudung Darusman Dudung Darusman Dudung Darusman Dudung Darusman Dudung Darusman Dudung Darusman Efi Yuliati Yovi Efi Yuliyati Yovi Emi Roslinda ENDANG SUHENDANG Eno Suwarno Eny Widiya Astuti Ernan Rustiadi Fadhlan K. Hamdja Faradis Alfi Zain Farma Yuniandra Fentie Salaka Fifi Gus Dwiyanti Fitri Nurfatriani Fitri Nurfatriani Fitri Nurfatriani,S.Hut,M.Si Gunawan Santosa Gustan Pari Gustan Pari Gustan Pari Handian Purwawangsa Hapsoh Hapsoh Hardjanto Hardjanto - Hardjanto Hardjanto Haris Prasetyo Harisson, Rhett D. Hariyatno Dwiprabowo Hariyatno Dwiprabowo Hermanto Siregar IBNUL QAYIM Ibrahim , Syufriadi Idqan Fahmi Iffatul Ulfah Ignatius Adi Nugroho Ignatius Adi Nugroho Iin Ichwandi Iman Santoso Iman Santoso IPB, BPKB Irdika Mansur Ishak Yassir ISKANDAR ZULKARNAEN SIREGAR Iswanto Iswari, Nurul Isyana Rahayu, Isyana Jadda Muthiah James Thomas Erbaugh James Thomas Erbaugh Julijanti Julijanti Julijanti Julijanti Julijanti Julijanti Jun Harbi K Kasmaliasari Kartodihardjo, Hariadi Lala M Kolopaking Latifah Kosim Kadarusman Leti Sundawati Lilik Noor Yuliati Lukas Giessen Lutfy Abdulah Lutfy Abdulah M. Krott Manifas Zubayr Manifas Zubayr, Manifas Martha Christina Yufuai Maulana , Agus Meti Ekayani Mimi Salminah Mira Yulianti Muhammad Alif K. Sahide Muhammad Fachril Husain Jeddawi Muhammad Firdaus Muhammad Ridwan Muhammad Sarif Muhammad Sidiq Mukhamad Najib Nandi Kosmaryandi Nastiti Siswi Indrasti Nurheni Wijayanto Nurtjahjawilasa Nurtjahjawilasa Nurtjahjawilasa Nurtjahjawilasa Nurtjahjawilasa Nurtjahjawilasa, Nurtjahjawilasa Nyoto Santoso Oki Hadiyati Oktedy Andryansah Ono Suparno P. Perdinan Park, Mi Sun Pitojo Budiono Putra, Heriansyah R. Birner Rahmani, Tabah Arif Rahmat Budiono Rahmat Budiono Reza Purnomo RIKA RAFFIUDIN Rina Mardiana Rinekso Soekmadi Rio Firmansyah Ristianto Pribadi Rizal Syarief Rizaldi Boer S Agus Cahyadi Sarah Burns Secunda Selamet Santoso Secunda Selamet Santoso Setiadi Djohar Setiawan, Dian Shelly Atriani Iskandar Sheriffdeen, Muhammad Sigit Sunarta, Sigit Silalahi, Mangarah Siti Nurkomariyah Sofyan Husein Siregar Sukadaryati Sukadaryati Sukadaryati Sukadaryati Sukadaryati Sulistya Ekawati Sulistya Ekawati Sulistya Ekawati Suria Darma Tarigan Suryanto Suryanto Suyanto Suyanto Syaiful Anwar Tania June TATAN SUKWIKA Tatang Tiryana Thita Moralitha Mayza Trina Ayuni Ujang Sumarwan Ulfah Juniarti Siregar Utami, Anisa Dwi Vania Pramatatya WINDRA PRIAWANDIPUTRA, WINDRA Yelin Adalina Yulius Hero