Pengaruh Bauran Pemasaran, Word of Mouth, Destination Image dan Destination Branding Terhadap Minat Berkunjung di Wisata Pantai Ria Kenjeran

Abstract

This study aims to determine the effect of marketing mix factors consisting of 7P (product, price, promotion, place, person, process and physical evidence), word of mouth (WoM), destination image and destination branding on visiting interest in Ria Beach tourism Kenjeran. The data analysis technique used in this study is multiple regression analysis conducted using the Microsoft Excel program. Data collection techniques by conducting surveys through questionnaires distributed to respondents by purposive sampling. The population determined in this study were all respondents who had not and who had already visited Ria Kenjeran Beach. The sample determined in this study is that some tourists who have not or have visited a tourist attraction Ria Kenjeran Beach with a age limit of 15-50 years. The number of samples in the study were 170 people. This study provides findings that product factors, place and destination branding partially influence the interest of visiting. While the price, promotion, people, process, physical evidence, word of mouth¸ and destination image factors partially have no effect on visiting interest. However, all independent variables (products, prices, promotions, places, people, processes, physical evidence, word of mouth, destination image and destination branding simultaneously influence the interest of visiting.