Marketing Mix Strategy of the Sasak Ende Tourism Village in Central Lombok Regency

Abstract

This study aims to formulate the strategies of marketing mix and marketing programs for the Sasak Ende Tourism Village in Central Lombok district. The sampling technique used the Slovin model of Purposive Sampling technique which was distributed to 100 respondents/visitors. The data collection techniques used are in the forms of observation, questionnaires, interviews, literature studies, and documentations. While data analysis techniques are in the form of IFAS and EFAS analysis as well as the SWOT analysis. Based on the results of the IFAS strategy analysis, it is shown that the main strengths of the Sasak Ende Traditional Tourism Village in Central Lombok are attractions and building architecture presented by the Sasak Ende Traditional Tourism Village with a large rating (4.28), while the main weakness is the price of woven/songket clothes and souvenirs with a large rating (1.60). Furthermore, the results of the EFAS analysis shows that the main opportunity factor is following the development of information technology with a large rating (4.20), while the indicator which is the main threat is security stability in Lombok with a large rating (2.40). Based on the results of the SWOT analysis, the marketing mix strategy that are able to be applied to Sasak Ende Tourism Village is a strategy to improve the quality of tourism products, a strategy to develop the quality of sustainable human resources for tour guides, a strategy for developing facilities and infrastructure, a strategy for promoting tourism products through social media, a strategy for increasing promotion and re-branding of the Sasak Ende Traditional Tourism Village, strategies for standardizing the prices of tourism and creative economy products that are owned by competitors and strategies for innovation of tourism and creative economy products that are owned. Furthermore, there are several Marketing Mix programs that can be implemented in accordance with the formulation obtained from each strategy.