Marketing Mix Factors that Influence Visitors Choose Aeon Mall as a Shopping Tourism Destination

Abstract

Aeon mall is company from Japan, and joint venture with Sinarmas Land for PT.AMSL Indonesia. Aeon mall grand opening in BSD, Tangerang 30 May 2015, after two years from the opening Aeon Mall has already many visitors from area in Jabodetabek. Marketing mix approach is used from Morrison (2002) product, price, place, promotion, people, packaging and programming, also partnership. The aim of this study was to determine the effect of marketing mix based on Morrison theories to visitor decision of visiting Aeon Mall. This research used descriptive method approach. The population in this study is Aeon Mall visitors. The respondent was chosen by random sampling. The numbers of respondents are 218 people. The data was collected by distributing questionnaires. The analysis technique used validity and reliability, frequencies, mean, the classical assumption test, t-test, f-test, regression analysis, hypothesis test and coefficient of determination by using SPSS for windows 20.0. The study found that there was a positive and significant impact of product, promotion, and partnership to visitor’s decision of visiting Aeon Mall. But there wasn’t a positive and significant effect of price, place, people, packaging and programing to the visitor’s decision of visiting Aeon Mall.

The Satisfaction Level of Tourist’s Marketing Mix Components in Aden City

“…The tourism marketing mix refers to the factors of product, pricing, promotion, and distribution (Kotler et al,2018). In addition to the 4 Ps other elements of the tourism marketing mix that have been developed, they are the programming, package, person, and partnership (Naftali et al, 2017). The tourism marketing mix is defined as the variables that can be regulated and controlled that any tourism organization (hotel, restaurant, travel and tourism agent, transport companies, natural or human tourist sites, others) seeks to coordinate and modify to satisfy the target market and meet its needs (Rattanakitrungrueang, 2007).…”