PENGARUH BAURAN PEMASARAN TERHADAP MINAT BERKUNJUNG WISATAWAN KE OBJEK WISATA PANTAI MAPAK INDAH KOTA MATARAM

Abstract

Mapak Indah Beach as a tourist attraction that has officially become a turtle conservation area is often used as an object for tourist visits by several schools to learn about turtles, however, the level of tourist visits is still considered low by local tourism object managers. So, the goal to be achieved in this study is to determine the significance of the influence of the Marketing Mix on the interest of tourists visiting objects at Mapak Indah Beach, Mataram City. This study uses a quantitative research design with the type of influence test (regression). The population of this study is tourists who visit Mapak Indah Beach attractions within a certain period. Based on the provisions of the population size, the sample is randomly selected from the relevant population and based on slovin calculations, namely 66 samples The results of this study obtained the results of the inner hypothesis which showed that the second to fourth hypotheses (H2, H3, H4) were acceptable with the results of the hypothesis having a significant effect, and the fifth hypothesis (H5) having an effect but not significant. This could happen because Mapak Indah Beach , the city of Mataram still has inhibiting factors in terms of the Marketing Mix, this happens because based on the results of the research it is found that the factors are lack of stakeholder involvement, competition with other destinations, and incompatibility with market tastes.