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Ni Putu Eka Mahadewi, Ni Putu
PS. S1 Industri Perjalanan Wisata Fakultas Pariwisata UNUD
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PENGARUH GREEN MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN PRODUK BEACH VOLUNTRIP DI PT. GEMILANG MEDIA WISATAMA DI YOGYAKARTA Salsabilla, Aurora Ranting; Dewi, LGLK.; Eka Mahadewi, Ni Putu
Jurnal IPTA Vol 11 No 2 (2023): Jurnal IPTA (December 2023)
Publisher : Department of Tour and Travel Studies, Faculty of Tourism, Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/IPTA.2023.v11.i02.p08

Abstract

Green marketing mix is an important field of study for companies because it provides opportunities for competitive advantage that can influence consumer purchasing decisions. This research aims to determine the effect of green marketing mix on purchasing decisions for Beach Voluntrip product at PT. Gemilang Media Wisatama (Travelxism) partially and simultaneously. This research uses quantitative research methods and data collection techniques including observation, documentation, interviews, questionnaires, and literature study. Data analysis techniques in this research include research instrument tests, classical assumption tests, descriptive statistical analysis, multiple linear regression analysis, and hypothesis testing. The sampling technique in this research uses probability sampling technique and saturation sampling by distributing questionnaires to domestic tourists aged ? 17 years who had purchased Beach Voluntrip product at Travelxism. The results state that green marketing mix variable has a significant and positive effect on the purchasing decision variable partially and simultaneously. Based on the research results, Travelxism is advised to intensify promotions targeting tourists with an age range of 17-25 years on social media, diversify eco-friendly tourism products and provide competitive prices so they can compete with alternative tourism products and other conventional tourism products.
STRATEGI PENGEMBANGAN PARIWISATA BERBASIS EKONOMI KREATIF DI KOTA SURAKARTA Hidayanti, Sofiyana; Eka Mahadewi, Ni Putu; Sudiarta, I Nyoman
Jurnal IPTA Vol 11 No 2 (2023): Jurnal IPTA (December 2023)
Publisher : Department of Tour and Travel Studies, Faculty of Tourism, Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/IPTA.2023.v11.i02.p18

Abstract

This study was conducted to determine the internal and external factors of the development of tourism and the creative economy of the city of Surakarta, so that it can be seen the right strategy to develop tourism based on the creative economy. Data collection techniques in this study are observation, interviews, questionnaires, documentation and literature study. The sampling technique used was purposive sampling. Qualitative descriptive analysis, quantitative descriptive analysis, IFAS and EFAS matrix analysis, and SWOT analysis were selected in this study. The internal environment was analyzed based on 4A potentials (attractions, amenities, accessibilities, and ancilliary) while the external environment was analyzed based on PEST factors (Political, Economic, Social and Technological). The scores obtained on the IFAS and EFAS metrics are in the category of Aggressive strategy, and the short-term strategy that can be applied is the SO (Strength - Opportunity) strategy.
Co-Authors Dewi, LGLK. Hidayanti, Sofiyana I Nyoman Sudiarta Salsabilla, Aurora Ranting