Year: 2023 | Month: November | Volume: 10 | Issue: 11 | Pages: 211-216
DOI: https://doi.org/10.52403/ijrr.20231124
The Application of Marketing Mix (7P) to the Decision to Visit the Millennium Valley Tourism Village Object (Poncowati Village, Flygi Besar District, Central Lampung)
Tri Lestira Putri Warganegara1, Mustalifah Sinta Nurya2
1,2Faculty of Economics and Business, University of Bandar Lampung, Jl. Zainal Abidin Pagar Alam No. 26, Labuhan Ratu, Kedaton, 35142, Bandar Lampung, Indonesia
Corresponding Author: Mustalifah Sinta Nurya
ABSTRACT
This study aims to analyze and find out what if the application of Marketing Mix to New Tourism Village Objects of the Millennium Valley, What part of the Marketing Mix 7P should be prioritized to support improving visiting decisions at Millennium Valley Tourism Objects. This research also uses the Qualitative Descriptive method. The method of conducting this study uses case studies and the method of determining respondents using the purposive method. Data collection techniques are through observation, interviews, documentation and filling out questionnaires. The analysis method used is the AHP (Analytical Hierarchy Process) method supported by Expert Choice software. The result of this study is that the application of 7P Marketing is very important to be implemented in millennium valley village tourist attractions, because it obtains data results that are able to minimize the level of downward trend in the number of visitors (which tends to decrease more), so that the part in the 7P Marketing Mix that must be prioritized is the Promotion section, the Priority Sub Criteria section is the Development of a large Parking Area, and Alternative Priorities for Actively Holding Events and Improving Service Quality.
Keywords: Marketing Mix 7P, Analytical Hierarchy Process
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