EVALUASI STRATEGI BAURAN PEMASARAN JASA TERHADAP TINGKAT KEPUASAN PENGUNJUNG WISATA TELAGA BIRU KABUPATEN BOMBANA

Abstrak

This study aims to examine the effect of the Service Marketing Mix (7Ps) on the satisfaction of visitors at Telaga Biru Tourism. The study involved 115 respondents who had visited the site. Data analysis was conducted using multiple linear regression with the assistance of SPSS. The results indicate that the service marketing mix simultaneously has a significant effect on visitor satisfaction. Partially, the variables of Promotion, People, Process, and Physical Evidence have a positive and significant effect on visitor satisfaction, while Product, Price, and Place do not show a significant effect. These findings explain that visitor satisfaction is more influenced by service quality, interaction with staff, smooth service processes, and physical facilities.

Kata kunci

• Bukti Fisik (Physical Evidendc)
• Harga (Prace)
• Kepuasan Pengunjung
• Orang (People)
• Produk (Product)
• Promosi (Promotion)
• Proses (Process)
• Tempat (Place)