PENGARUH PENGGUNAAN BAURAN PROMOSI TERHADAP TINGKAT KUNJUNGAN WISATAWAN PADA OBJEK WISATA ALAM DI KABUPATEN PANGKAJENE DAN KEPULAUAN

Abstract

Abstract

This research aimed (1) to investigate the effects of the use of the promotion mix, which comprised advertising, sales promotion, event and experiences, public relations and publicity, direct marketing, interactive marketing, word of mouth marketing, and personal selling, on the level of the tourist visits to the natural tourist objects; (2) to determine which of the promotion mix were most dominant in affecting the level of the tourist visits to the tourist objects in Pangkep Regency. The research used the quantitative research. The samples were chosen using the accidental sampling technique, while the primary data were collected using the questionnaires distributed to 99 tourists visiting the natural tourist objects in Pangkep Regency. The collected data were then analyzed using the multiple linear regression analysis and the path analysis. The results of analysis revealed the promotion mix simultaneously had a significant effect of 25,2% on the level of the tourist visits to the natural tourist objects in Pangkep Regency, while partially, only advertising and word of mouth marketing which had a very significant effect on the level of the tourist visits to the natural tourist objects in Pangkep Regency. Finally, among the promotion mix, the word of mouth marketing had the highest effect on the tourist visits to the natural tourist objects in Pangkep Regency.

Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh penggunaan bauran promosi yang meliputi advertising, sales promotion, event and experiences, public relations and publicity, direct marketing, interactive marketing, word of mouth marketing, dan personal selling terhadap tingkat kunjungan wisatawan pada objek wisata alam di Kabupaten Pangkep dan unsur bauran promosi yang paling dominan berpengaruh terhadap tingkat kunjungan wisatawan. Penelitian ini menggunakan pendekatan kuantitatif. Penyampelan dilakukan dengan teknik sampling aksidental. Data primer dikumpulkan melalui kuesioner yang diberikan kepada 99 wisatawan yang berkunjung ke objek wisata alam di Kabupaten Pangkep. Teknik analisis data yang digunakan, yaitu analisis regresi linear berganda dan analisis jalur (Path Analysis). Hasil analisis menunjukkan bahwa bauran promosi secara simultan berpengaruh nyata (25,2%) terhadap tingkat kunjungan wisatawan pada objek wisata alam di Kabupaten Pangkep, sedangkan secara parsial hanya advertising dan word of mouth marketing yang berpengaruh nyata terhadap tingkat kunjungan wisatawan pada objek wisata alam di Kabupaten Pangkep. Unsur bauran promosi yang paling dominan berpengaruh terhadap tingkat kunjungan wisatawan pada objek wisata alam di Kabupaten Pangkep, yakni word of mouth marketing.