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The Influence of Promotional Mix Event to Decision's Visit In 58th Celebration of Asian African Conference

Tugas Akhir, 009 / 2013 / UPW
Undergraduate Theses from JBPTPPOLBAN / 2017-03-29 11:17:10
Oleh : Upik Meike Putri - 105221031 (upikmeikeputri@gmail.com)
Dibuat : 2017-03-29, dengan 4 file

Keyword : bauran promosi, keputusan berkunjung, event, KAA
Subjek : promotion mix, the decision of traveling, events, KAA

Penelitian ini bertujuan untuk mengetahui pengaruh bauran promosi event terhadap keputusan berkunjung. Teori yang digunakan pada penelitian ini adalah pemasaran jasa sehingga muncul variabel bauran promosi dan variabel keputusan berkunjung. Adapun hipotesis dari penelitian ini adalah terdapat pengaruh antara bauran promosi pada event terhadap keputusan berkunjung. Penelitian ini dilakukan dengan menyebarkan kuesioner kepada 185 responden pada hari Sabtu dan Minggu tanggal 20 dan 21 April 2013 di lokasi event (Jl. Braga Pendek dan sepanjang Jl. Cikapundung). Data tersebut diolah menggunakan analisis deskriptif dan analisis verifikatif. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan antara bauran promosi event terhadap keputusan berkunjung. Penelitian juga mengungkap bahwa meskipun dilakukan advertising dan PR tetapi tidak berpengaruh besar terhadap keputusan berkunjung. Sementara keputusan berkunjung sendiri lebih dipengaruhi oleh word of mouth. Dengan demikian pada event selanjutnya perlu dipertimbangkan media promosi yang lebih tepat seperti word of mouth dan personal selling. Kata kunci: bauran promosi, keputusan berkunjung, event, KAA.

Deskripsi Alternatif :

This research aims to find out the influence promotion mix of events to visit. The theory that used in this research is marketing services that emerged variables promotion mix and variables decision's visit. But the hypothesis of this research is that there is the influence of promotion mix events to decision's visit. This research done by circulating questionnaires to 185 respondents on Saturday and Sunday on 20 and 21 April 2013 in location events (Jl. Braga Debt and along Jl. Cikapundung). Data was processed using analysis of descriptive and analysis of verificative. Results of the study showed that there are no effect that has been moving up significantly between promotion mix events to decision's visit. This research done by circulating question visit. Research also revealed that even if advertising and PR but did not influence decision to visit. While decision's visit. This research done by circulating question visit through their own more influenced by word of mouth. Thus event in advanced media needs to be considered a more accurate promotion such as word of mouth and personal selling. Keywords: promotion mix, the decision of traveling, events, KAA.

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