Penerapan strategi marketing mix pada biro jasa transportasi Safara Tour Travel Bojonegoro Jawa Timur

Febrianto, Aditya Indra (2014) Penerapan strategi marketing mix pada biro jasa transportasi Safara Tour Travel Bojonegoro Jawa Timur. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.

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Abstract

INDONESIA:

Pada Safara Tour Travel perusahaan jasa transportasi. Dimana perusahaan tersebut menawarkan jasa tour travel pariwisata, ticketing, study banding, paket umroh, rapat, dll. Dengan adanya strategi marketing mix diharapkan akan mempermudah pihak pemasaran Safara Tour Travel dalam memasarkan jasanya tersebut.

Penelitian ini bertujuan untuk mengetahui bagaimana penerapan strategi Marketing Mix dan dampaknya terhadap Safara Tour Travel Bojonegoro Jawa Timur dengan menggunakan penelitian jenis kualitatif dengan pendekatan deskriptif melalui wawancara terhadap direktur/owner, manajer pemasaran, dan konsumen seputar strategi marketing mix.

Dari hasil penelitian diketahui bahwa penerapan strategi marketing mix Penerapan strategi marketing mix “9P” pada Safara Tour Travel Bojonegoro berjalan dengan baik, berfokus pada strategi harga. dan marketing mix terdiri atas strategi produk (membuat produk jasa pelayanan dan pengiriman, menciptakan kemasan dan target pasarnya), strategi harga (mendapatkan hasil sebanyak-banyaknya dengan modal seminimal mungkin,), strategi Promosi (langsung dan tidak langsung, untuk semua kalangan masyarakat), strategi Tempat atau Saluran Distribusi (strategis, bisa di jangkau dan transportasi mudah lokasi pemasaran yang berada dipusat lalu lintas dari berbagai penjuru), strategi Orang (pelayanan dan keramahan karyawan), strategi Bukti Fisik (bentuk pelayanan), strategi Proses (system tepat memuaskan dan cepat). Strategi Power (hubungan baik), dan strategi Publik Relasion (hanya sama dengan power menjalin hubungan baik)

ENGLISH:

Safara Transportation‟ Tour Travel Bereau, The service of Transportation offers Tour, Travelling, Ticketing, Study Comparing, Umroh Packet, Meeting, etc. By implementing marketing mix strategy it is hoped that it can make easier for the marketing of „Safara‟ Tour Travel in enlarging or marketing the product.

The research aims at knowing how to implement Marketing Mix Strategy and the effects on „Safara‟ Tour Travel Bojonegoro East Java. The research used qualitative in descriptive approach by holding interview to the director / owner, marketing manager and the costumers of „Safara‟ Tour Travel Bojonegoro.

The result of the research shows that the Implementation of Marketing Mix Strategy: The Implementation of “9P” mix marketing in „Safara‟ Transportation Travel Tour Bereau can run well, focuses in Price Strategy. Marketing Mix consists of Product Strategy (making service product, delivery product, creating the package and marketing target), Price Strategy (getting more income by minimum cost), Promotion Strategy (direct and indirect for consumers), Place Strategy or Distribution Strategy (strategy which can be reached by using an easy transportation, the location of marketing in the central of the city), Personal Strategy (service and politeness of the officers), Evidence Strategy, Process Strategy (easy, satisfied fast system), Power Strategy (good relationship) and Public Relation Strategy (the same as Power Strategy, to have good relationship).

Item Type: Thesis (Undergraduate)
Supervisor: Al-Idrus, Salim
Keywords: BPW (Biro Perjalanan Wisata); strategi Marketing Mix; Transportation Travel Bereau; Marketing Mix Strategy
Subjects: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications
Departement: Fakultas Ekonomi > Jurusan Manajemen
Depositing User: Ratih Novitasari
Date Deposited: 31 Jul 2015 07:58
Last Modified: 31 Jul 2015 07:58
URI: http://etheses.uin-malang.ac.id/id/eprint/737

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