IMPLEMENTATION OF PROMOTIONAL MIX STRATEGIES IN THE FACE OF COMPETITION FROM THE ISLAMIC ECONOMIC PERSPECTIVE A Case Study of ObyekWisata Air Bojongsari (Owabong) Waterpark Purbalingga, Central Java

INDAH RISWATI, NIM. 092323003 (2016) IMPLEMENTATION OF PROMOTIONAL MIX STRATEGIES IN THE FACE OF COMPETITION FROM THE ISLAMIC ECONOMIC PERSPECTIVE A Case Study of ObyekWisata Air Bojongsari (Owabong) Waterpark Purbalingga, Central Java. Skripsi thesis, IAIN Purwokerto.

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Abstract

This research is based on the increasing competition in tourism business in Indonesia. Even, this sector is expected to be the first on foreign exchange earnings. It encourages many tourism businessmen to compete in promotion strategies of their tourism objects. It is also done by Owabong Waterpark Purbalingga. It is called as the tourism magnet of Central Java. The potency of this tourism object should be balanced by the strategies of promotion, it is necessary because there is decreasing number of visitors year by year. By promoting harder, it will increase the customers decision to visit Owabong Waterpark Purbalingga. Unfortunately, there are elements fraud, lie, in order to draw the attention of the public through promtion it offers. Therefore, this study is taken to determine that the promotional mix strategies implemented in Owabong Waterpark Purbalingga consist of advertising, sales promotion, personal selling, publicity and public relation, direct marketing, to increase the number of visitors and face the competition. It is also to determine what the implementation of promotional mix strategies in Owabong Waterpark Purbalinggga is in accordance with Islamic economic principles. This study is field research. Technique of collecting data that used is interview, observation and documentation. The result of this research shows that Owabong Waterpark Purbalingga implementsfive majors of promotional mix, there are advertising, sales promotion, personal selling, publicity and public relation, direct marketing. Although in the last five years the number of visitors has decreased, Owabong still fairly good, because amid increasingly fierce competition, Owabong permanent tourist attraction in Purbalinggais still the most visitors, in Central Java, Owabong is ranked second after Candi Borobudur. The conclusion is the implementation of promotional mix that has been done by Owabongwaterpark Purbalingga cannot increase the number of visitors, but Owabong still survive in the competition. Owabong Waterpark Purbalinggain implementing the strategy of the promotional mix is in accordance with the principles of Islamic economics in which it serves customers with humility (khidmah), always fulfill the promise and does not cheat in marketing including in the determination of the quality and quantity of goods and services, honest and reliable (trustworthy) , does not like prejudice and dislike vilify merchandise or property of others, the benefit of many parties are not just for individuals or specific groups.

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