Komunikasi pemasaran di pemerintahan dan pengaruhnya terhadap keputusan wisatawan domestik
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Keywords:
Integrated Marketing Communication, Tourism, Domestic Tourist Decision
Abstract
This study aims to determine the effect of marketing communications at the Tourism Office of West Halmahera (Halbar) on the decision of domestic tourists to choose a tourist destination for Halbar. In this study apply the theory of Integrated Marketing Communication. The subjects of this study were domestic tourists who were exposed to marketing communications carried out by the Halbar Regency Tourism Office with the age provisions of 20 -5i years. The research sample amounted to 100 respondents. Survey is the method used in this study with a questionnaire as an instrument to collect data. Where variable X is Marketing Communication and variable X is the decision of domestic tourists. The analysis technique uses a distribution table, while to test the hypothesis using Correlation-Rank-Order, significant test uses t-test, and calculates the Strength of Influence (KP). The results of the study indicate that the hypothesis proposed by the researcher is that there is an influence of marketing communications from the Halbar Tourism Office on the decision of domestic tourists to choose an accepted tourist destination (0.396), with the results of the calculation of rho (rs) = 0.396, it can be stated that there is a significant relationship between the two variables. the. Based on the results of the t-test, the correlation obtained is significant, meaning that the marketing communication of the Halbar Regency Office affects the decisions of domestic tourists. Furthermore, to calculate the power of influence (KP), namely the influence of the relationship between the marketing communications of the Halbar Regency Tourism Office on the decisions of domestic tourists, it is 15.68%.
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Wibawanto, S. (2013). Pengambilan Keputusan Pembelian Konsumen: Pendekatan Fisiologis, Psikologis, dan Religius. Fokus Bisnis : Media Pengkajian Manajemen Dan Akuntansi, 12(1). https://doi.org/10.32639/fokusbisnis.v12i1.63
Assael, H. (1995). Consumer Behavior and Marketing Action.5thed. Cincinnati Ohia: South-westren College Publishing.
Azka Hajid Hibban. (2019). Analisis Pengaruh Wisatawan Mancanegara, Wisatawan Domestik, Objek Wisata, Penginapan, dan Biro Perjalanan Terhadap Penerimaan Pajak Hotel dan Restoran. Sekolah Tinggi Ilmu Ekonomi. Retrieved from http://repository.stieykpn.ac.id/669/
Baptista, N. (2018). Integrated reporting stimulates strategic communication of corporate social responsibility? A marketing perspective analysis based on Maignan, Ferrell and Ferrell’s stakeholder model of corporate social responsibility in marketing. Media & Jornalismo, 18(33), 43–60. https://doi.org/10.14195/2183-5462_33_3
BPS Maluku Utara. (2021). Maluku Utara Dalam Angka. Ternate. Retrieved from https://malut.bps.go.id/publication/2021/02/26/557a48120446046de02e94c8/provinsi-maluku-utara-dalam-angka-2021.html
Fauziah, U., Eldine, A., & Sume, S. (2019). Sales Promotion dan Harga Terhadap Volume Penjualan. Manager : Jurnal Ilmu Manajemen, 2, 145. https://doi.org/10.32832/manager.v2i1.1873
Febriana, B. (2019). Mengenal Potensi Wisata di Halmahera Barat. Retrieved October 2, 2021, from https://www.gatra.com/detail/news/426174/lifestyle/mengenal-potensi-wisata-di-halmahera-barat
Hambali, M. I. (2017). Pengaruh Komunikasi Pemasaran Online terhadap Brand Loyalty Tamu Hotel Selecta Kota Batu. Universitas Airlangga. Retrieved from http://repository.unair.ac.id/67739/
Hastutik, S., Kusuma, G. P. E., Sudirman, A., Sangadji, S. S., Wardhana, A., Kartika, R. D., & Hilal, N. (n.d.). Perilaku Konsumen (Tinjauan Konseptual & Praktis).
Herstein, R., Mitki, Y., & Jaffe, E. D. (2008). Corporate Image Reinforcement in an Era of Terrorism through Integrated Marketing Communication. Corporate Reputation Review, 11(4), 360–370. https://doi.org/10.1057/crr.2008.25
Isnaini, S. (2016). Buku Ajar Komunikasi dan Konsumen. Surabaya: Airlangga University Press.
Kieanwatana, K. (2021). Factors Influencing Consumer Choice Of Covid-19 Crisis, 20(3), 1–9.
Krizanova, A., Lăzăroiu, G., Gajanova, L., Kliestikova, J., Nadanyiova, M., & Moravcikova, D. (2019). The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment. Sustainability, 11(24), 7016. https://doi.org/10.3390/su11247016
Kusumaningrum, D. (2009). Persepsi Wisatawan Nusantara terhadap Daya Tarik Wisata di Kota Palembang. Universitas Gadjah Mada.
Melati. (2021). Manajemen Pemasaran. Yogyakarta: Deepublish Publisher.
Morissan. (2010). Periklanan: Komunikasi Pemasaran Terpadu. Jakarta: Kencana.
Mubaddilah, R. (2017). Hubungan Bentuk-bentuk Komunikasi Pemasaran Dinas Pariwisata Kabupaten Raja Ampat Dengan Keputusan Wisatawan Domestik Memilih Tujuan Wisata. Universitas Airlangga.
Passavanti, R., Pantano, E., Priporas, C. V., & Verteramo, S. (2020). The use of new technologies for corporate marketing communication in luxury retailing. Qualitative Market Research: An International Journal, 23(3), 503–521. https://doi.org/10.1108/QMR-11-2017-0144
Prabudi, S. I. D. (2021). Strategi Komunikasi Pemasaran Menggunakan Teknik Integrated Marketing Communication. Jakarta: Scopindo Media Pustaka.
Sachdeva, R. (2020). An Empirical Investigation of Factors Influencing Young Indian Consumer Decision Making. Journal of Asia-Pacific Business, 21(3), 207–226. https://doi.org/10.1080/10599231.2020.1783974
Sangadji, S. S. (2016). Analisis Pengambilan Keputusan Konsumen terhadap Pembelian Jus Belimbing Winner Perkasa Indonesia Unggul di Kota Depok. Mercubuana. Retrieved from http://repository.mercubuana.ac.id/id/eprint/38927
Sangadji, S. S. (2021). Book Chapter Manajemen Pemasaran.
Sangadji, S. S., Sari, D. C., Rozi, A., Condro, T., Simanjuntak, R., Sari, A. F., … Hartati, E. K. (2020). The Power of Entrenprenuership.
Sangadji, S., Suhardi, S., & Ali, C. P. M. (2019). Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Sagu Rasa pada Gabungan Kelompok Tani Tagafura di Kelurahan Jaya Kota Tidore Kepulauan. Optimal: Jurnal Ekonomi Dan Kewirausahaan, 13(2), 142–157.
Sari, D. C., Wardhana, A., Darwin, M., Sulaiman, E., Rahmawan, G., Ridwan, M., … Sangadji, S. S. (2021). Manajemen Pemasaran. Media Sains Indonesia.
Simabur, L. A. (2021). Model Komunikasi Pemasaran di Pemerintah. Media Wisata, 18(2), 251–262. https://doi.org/10.36276/mws.v18i2.104
Sugianto, M. (2007). 36 Jam Belajar Komputer SPSS 15. Jakarta: Elex Media Komputindo.
Tasnim, Sudarso, A., Anggusti, M., Munthe, R. N., Tanjung, R., Mistriani, N., … Dewi, I. K. (2021). Komunikasi Pemasaran. Medan: Yayasan Kita Menulis. Retrieved from https://kitamenulis.id/2021/02/19/komunikasi-pemasaran/
Wang, J. V., Zachary, C. B., & Saedi, N. (2020). Factors Influencing Consumer Decisions in Aesthetics: Selection of Procedures and Practitioners. Dermatologic Surgery, 46(11), 1470–1471. https://doi.org/10.1097/DSS.0000000000002084
Wibawanto, S. (2013). Pengambilan Keputusan Pembelian Konsumen: Pendekatan Fisiologis, Psikologis, dan Religius. Fokus Bisnis : Media Pengkajian Manajemen Dan Akuntansi, 12(1). https://doi.org/10.32639/fokusbisnis.v12i1.63
Published
2021-12-30
How to Cite
Rafa’al, M., Simabur, L. A., & Sangadji, S. S. (2021). Komunikasi pemasaran di pemerintahan dan pengaruhnya terhadap keputusan wisatawan domestik. Jurnal Komunikasi Profesional, 5(6), 533-550. Retrieved from https://ejournal.unitomo.ac.id/index.php/jkp/article/view/4461
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