PENGARUH SPORT MARKETING MIX TERHADAP SPORT DECISION DI BIKASOGA SPORT CENTER BANDUNG : Survei terhadap Partisipan Olahraga Bikasoga Sport Center Bandung yang Berasal dari Luar Kota Bandung

Tania, Amanda (2017) PENGARUH SPORT MARKETING MIX TERHADAP SPORT DECISION DI BIKASOGA SPORT CENTER BANDUNG : Survei terhadap Partisipan Olahraga Bikasoga Sport Center Bandung yang Berasal dari Luar Kota Bandung. S1 thesis, Universiats Pendidikan Indonesia.

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Abstract

Wisata olahraga atau sport tourism merupakan salah satu tren yang sedang berkembang dimasa sekarang. Bikasoga Sport Center Bandung sebagai salah satu penyedia jasa sarana olahraga di Kota Bandung. Masalah yang dihadapi oleh Bikasoga Sport Center Bandung adalah penurunan jumlah partisipan olahraga, yang diakibatkan semakin banyaknya pesaing sport center di Kota Bandung. Dengan demikian peneliti memilih sport marketing mix sebagai salah satu solusi yang dapat diterapkan untuk meningkatkan sport decision. Dalam penelitian ini variabel independen (X) yang digunakan yaitu sport marketing mix yang terdiri dari sport product, sport pricing, sport distribution (place) dan sport promotion, dengan variabel dependen (Y) yang digunakan yaitu sport decision. Sampel dalam penelitian ini sebanyak 109 responden yaitu partisipan olahraga Bikasoga Sport Center Bandung yang berasal dari luar Kota Bandung, teknik analisis data yang digunakan adalah regresi berganda. Pelaksanaan sport marketing mix di Bikasoga Sport Center Bandung berada pada kategori tinggi, dimensi sport distribution (place) mendapatkan penilaian tertinggi. Kemudian tanggapan mengenai sport decision di Bikasoga Sport Center Bandung berada pada kategori tinggi, dimensi social surroundings mendapatkan penilaian tertinggi. Hasil penelitian menunjukan adanya pengaruh antara sport marketing mix dan sport decision. ;---Sport tourism is one trend that is developing in the present. Bikasoga Sport Center Bandung as one of the providers of sports facilities in Bandung. The problem faced by Bikasoga Sport Center Bandung is the decrease in the number of sports participants, which resulted from the increasing number of sports center competitors in the city of Bandung. Thus the researchers chose sports marketing mix as one solution that can be applied to improve the sport decision. In this research the independent variable (X) used is sport marketing mix which consists of sport product, sport pricing, sport distribution (place) and sport promotion, with the dependent variable (Y) used is sport decision. The sample in this research as many as 109 respondents are sports participants Bikasoga Sport Center Bandung originating from outside Bandung. Data analysis technique used is multiple regression Implementation of sports marketing mix at Bikasoga Sport Center Bandung is in the high category, the dimension of sports distribution (place) get the highest rating. Then the response about sports decision in Bikasoga Sport Center Bandung is in the high category, the dimensions of social surroundings get the highest rat. The results showed the influence between sports marketing mix and sport decision.

Item Type: Skripsi,Tesis,Disertasi (S1)
Additional Information: No. Panggil : S MPP TAN p-2017; Pembimbing : I. Bagja Waluya, II. Oce Ridwanudin; NIM : 1201876.
Uncontrolled Keywords: Sport Tourism, Sport Marketing Mix, Sport Decision, Bikasoga Sport Center Bandung, Sport Tourism, Sport Marketing Mix, Sport Decision, Bikasoga Sport Center Bandung.
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
S Agriculture > SK Hunting sports
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User: Isma Anggini Saktiani
Date Deposited: 07 Aug 2018 08:46
Last Modified: 07 Aug 2018 08:46
URI: http://repository.upi.edu/id/eprint/30415

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