Pengaruh Bauran Promosi terhadap Keputusan Wisatawan Berkunjung pada Daya Tarik Wisata Pulau Kumala Kutai Kartanegara (Widiya Emilisa Rahman)

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On: Oct 17, 2019 @ 2:17 AM
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  • Judul artikel eJournal: Pengaruh Bauran Promosi terhadap Keputusan Wisatawan Berkunjung pada Daya Tarik Wisata Pulau Kumala Kutai Kartanegara
  • Pengarang (nama mhs): Widiya Emilisa Rahman
  • Abstrak (max. 1600 huruf atau 250 kata): The purpose of this study was to examine the effect of the promotional mix which includes (public relations, direct marketing, and word of mouth) on tourist decisions to visit the tourist attraction of Kumala Island Kutai Kartanegara, and to find out which variable has the dominant influence on tourist decisions to visit the tourist attraction of Kumala Kutai Kartanegara Island. The data analysis technique used is multiple linear regression analysis with the help of SPSS version 20 statistical software. The sampling technique in this study was to use a purposive sampling technique with a sample size of 100 respondents. Data collection techniques using observation, interviews, questionnaires, documentation, and literature. The results of the analysis show that the promotional mix which includes (public relations, direct marketing, and word of mouth) has a significant effect simultaneously. Partially public relations and word of mouth variables have a significant effect, and direct selling variables have no significant effect. Word of mouth variable is a variable that has a dominant influence. Suggestions that the Department of Tourism of Kutai Kartanegara to maximize promotional activities in Kumala Island by holding interesting events, continue to promote Kumala Island through social media, and make brochures about Kumala Island that are more interesting.
  • Kata kunci (max. 80 huruf atau 10 kata): Public Relations, Direct Marketing, Word Of Mouth, Visiting Decisions.
  • NIM: 1502095060
  • Angkatan (tahun masuk, mis. 2009): 2015
  • Program Studi: Administrasi Bisnis
  • Sumber tulisan: Skripsi
  • Pembimbing: Fareis Althalets, S.Par., MM Dra. Lilis Juliati, M.AP
  • Nama eJournal: eJournal Administrasi Bisnis
  • Volume: 7
  • Nomor: 4
  • Tahun: 2019
  • File artikel eJournal (format .doc, max. 2 Mb): 01_format_artikel_ejournal (10-17-19-02-17-42).doc (102 kB)
  • File artikel eJournal (format .PDF, max. 5 Mb): 01_format_artikel_ejournal (10-17-19-02-17-42).pdf (814 kB)

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