Please use this identifier to cite or link to this item: https://repository.uksw.edu//handle/123456789/26206
Title: Analisa Strategi Bauran Pemasaran di Sekuro Village Beach Resort
Authors: Skolastika, Angelia Helena
Keywords: Marketing Strategy;Marketing Mix;SWOT Analysis
Issue Date: 2022
Abstract: ABSTRACT This research conducted at Sekuro Village Beach Resort, in Jepara Regency, Central Java. This resort hotel has an area of 5 hectares surrounded by sea views. This new hotel is still experiencing an increase and decrease in visitors, it is necessary to do research to find out the implemented marketing strategy by Sekuro Village Beach Resort. This research is a qualitative, data collection is done by observation, interviews, and documentation. The data analysis technique used is the SWOT analysis. The application of marketing strategy and based on results at Sekuro Village Beach Resort is in accordance with marketing mix theory, product, price, place, promotion, people, physical evidence, and process. The results of the analysis showed that the marketing strategy 7P activities conducted by Sekuro Village Beach Resort have made the public aware of and even able to attract consumers to visit Sekuro Village Beach Resort, also the marketing mix carried out to increase revenue and the number of visitors. The suggestion of this research is to maintain and improve marketing mix programs and increase public brand awareness of Sekuro Village Beach Resort.
ABSTRAK Penelitian ini dilakukan pada Sekuro Village Beach Resort, di Kabupaten Jepara, Jawa Tengah. Hotel Resort ini memiliki luas 5 hektar yang dikelilingi pemandangan laut. Hotel baru ini masih mengalami kenaikan dan penurunan pengunjung, maka perlu diklakukan penelitian untuk mengetahui strategi pemasaran yang diterapkan oleh Sekuro Village Beach Resort. Penelitian yang dilakukan merupakan penelitian kualitatif., pengumpulan data dilakukan secara observasi, wawancara, dan dokumentasi. Teknik Analisa yang digunakan menggunakan Analisa SWOT. Secara penerapan strategi pemasaran dan berdasarkan hasil penelitian pada Sekuro Village Beach Resort telah sesuai dengan teori bauran pemasaran yaitu prduct, price, place, promotion, people,physical evidence, dan process. Hasil dari Analisa yang dilakukan yakni strategi pemasaran 7P yang dilakukan oleh Sekuro Village Beach Resort telah membuat masyarakat mengetahui dan bahkan mampu menarik konsumen untuk berkunjung ke Sekuro Village Beach Resort, serta bauran pemasaran yang dilakukan meningkatkan revenue dan jumlah pengunjung. Saran penelitian ini adalah mempertahankan dan meningkatkan program bauran pemasaran dan meningkatkan brand awareness masyarakat terhadap Sekuro Village Beach Resort.
URI: https://repository.uksw.edu/handle/123456789/26206
Appears in Collections:Tourism Destinations

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