Labib, Muhammad (2014) PENGARUH DIRECT MARKETING METHODS TERHADAP KEPUTUSAN BERKUNJUNG DI KAMPUNG GAJAH WONDERLAND : Survei Pada Tamu Rombongan Di Kampung Gajah Wonderland. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Kampung Gajah Wonderland merupakan salah satu destinasi wisata yang ada di Kota Bandung. Jumlah kunjungan di Kampung Gajah Wonderland mengalami peningkatan dari tahun ke tahun namun target yang diinginkan oleh manajemen masih belum tercapai. Oleh karena itu, manajemen Kampung Gajah Wonderland melakukan strategi direct marketing methods yang terdiri dari direct mail, door to door selling dan telemarketing. Tujuan penelitian ini adalah untuk memperoleh temuan mengenai sejauh mana program direct marketing methods, keputusan berkunjung di Kampung Gajah Wonderland dan bagaimana pengaruh strategi direct marketing methods terhadap keputusan berkunjung di Kampung Gajah Wonderland. Jenis penelitian yang digunakan bersifat deskriptif dan verifikatif dengan metode yang digunakan yaitu explanatory survey. Sampel dalam penelitian ini sebanyak 75 tamu rombongan dengan teknik penarikan sampel yang digunakan yaitu systematic random sampling. Teknik analisis data yang digunakan yaitu path analysis. Variabel independent dalam penelitian ini yaitu direct mail (X1), door to door selling (X2), dan telemarketing (X3) sedangkan variabel dependent yaitu keputusan berkunjung (Y) yang terdiri dari product choice, brand choice, dealer choice, purchase amount , purchase timing dan payment method. Hasil penelitian menunjukan bahwa tanggapan tamu rombongan terhadap direct marketing methods terhadap keputusan berkunjung secara umum dinilai tinggi. Faktor yang mendapat penilaian yang tinggi yaitu door to door selling. Sedangkan direct mail mendapatkan nilai terendah. Tanggapan tamu rombongan mengenai keputusan berkunjung dinilai tinggi. Indikator yang mendapat penilaian tertinggi yaitu purchase timing. Sedangkan indikator yang mendapatkan nilai rendah yaitu payment method. Berdasarkan pengujian SPSS 20 menunjukkan adanya korelasi simultan dan parsial antara direct marketing methods dengan keputusan berkunjung. Berdasarkan penelitian ini, manajamen Kampung Gajah Wonderland diharapkan dapat meningkatkan program door to door selling demi tercapainya target yang diinginkan. Kampung Gajah Wonderland is one of the tourist destinations in Bandung. The number of visits in Kampung Gajah Wonderland increased from year to year but the target desired by management is still not reached. Therefore, the management of Kampung Gajah Wonderland do the direct marketing strategy methods consisting of direct mail, door to door selling and telemarketing. The purpose of this research was to obtain the findings regarding the extent to which the program's direct marketing methods, decision to visit Kampung Gajah Wonderland and how direct marketing strategy influences methods of visiting in Kampung Gajah Wonderland. The type of research used are descriptive and verifikatif with methods used is explanatory survey. The sample in this study as many as 75 groups with sample withdrawal technique used is systematic random sampling. Technique of data analysis used is path analysis. The independent variable in this study are direct mail (X1), door to door selling (X2), and telemarketing (X3) a dependent variable used is decisions while visiting (Y) which consists of product choice, brand choice dealer choice, purchase, amount, timing the purchase and payment method. Research results show that groups responses to direct marketing methods against the decision of a visit generally rated highly. A factor that gets the highest rating is door to door selling. While direct mail get the lowest value. Response groups regarding decisions been rated high. Gets the highest appraisal indicators is purchase timing. While the indicators are getting low value is payment method. Based on testing of SPSS 20 showed a simultaneous and partial correlation between direct marketing methods with visit decision. Based on this research, management’s Kampung Gajah Wonderland expected to increase selling door to door program in order to achieve the desired target
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | No. Panggil : S MPP LAB p-2014 ; Pembimbing : I. Vanessa Goffar, II. Oce Ridwanudin. |
| Uncontrolled Keywords: | Direct marketing methods, Keputusan berkunjung |
| Subjects: | G Geography. Anthropology. Recreation > GV Recreation Leisure |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Program Studi Kepariwisataan |
| Depositing User: | Staf Koordinator 3 |
| Date Deposited: | 30 Jul 2015 01:36 |
| Last Modified: | 30 Jul 2015 01:36 |
| URI: | http://repository.upi.edu/id/eprint/15311 |
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