INFLUENCE OF MARKETING STRATEGY ON VISITOR SATISFACTION AT OWABONG WATERPARK PURBALINGGA

NurAtika, 1423203019 (2018) INFLUENCE OF MARKETING STRATEGY ON VISITOR SATISFACTION AT OWABONG WATERPARK PURBALINGGA. Skripsi thesis, IAIN.

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Abstract

Purbalingga is an area that has a lot of water tourism,Owabong is one of the water attractions found in purbalinga district, besides walik, purbasari mas shower and others. Owabong is a long-standing water tour, but its existence still exists in the community and is always crowded with visitors. Therefore the author will examine the marketing strategy used by owabong and how will it affect visitor satisfaction. According to W.Y. Stanton Marketing strategy is an overall system of business activities aimed at planning, pricing, promoting and distributing goods or services that can satisfy the needs of actual buyers and potential buyers. This research is quantitative research. Determination of the sample in this study using a random sampling technique that is 100 samples. Data collection uses questionnaire, observation, interview and documentation methods.To test the validity of the data, uses validity and reliability were tested.The analysis uses ordinal regression. Based on the results of research and analysis that product dimensions have a partial effect on visitor satisfaction. And the dimensions of price, place and promotion have no partial effect on visitor satisfaction. The simultaneous marketing strategy influences visitor satisfaction Keywords: Marketing Strategy and Visitor Satisfaction

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