The Influence Of Expanded Marketing on Visiting Interest to Lawata Beach in Bima, Indonesia

Abstract

The development paradigm in many countries is currently more oriented towards the service sector and industry, including the tourism industry. In the tourism system, the marketing strategy carried out on tourist objects is an important element in supporting the desire of tourists to visit. This study aims to determine and analyze whether expanded marketing affects the visiting decision Lawata Beach. This study uses a mix method quantitative and a qualitative. The population in this study are tourists who have visited lawata beach tourist destinations in Bima City. Sampling with purposive sampling technique, where the determination of the sample based on certain criteria that are tailored to the needs of the study. The sample in this study amounted to 100 people with the research instrument using a questionnaire with a Likert scale. Data analysis used simple linear regression, partial test with t test. To test the effect between variables using SPSS (Statistical Service Product Solutions) version 20.00 and SWOT analysis. The results of the study stated that expanded marketing had a positive and significant effect on the Visiting Decision Lawata Beach Bima City and from the results of the SWOT analysis, the Bima City government had to always develop attractive tourist attractions, making Lawata Beach an economic creative area and adding supporting facilities on the Lawata beach, facilities and infrastructure can add attractiveness and increase competitiveness with tourist objects in other areas.

Analysis Determinants of Consumer Attractiveness to Imported Fashion Products on The Instagram Platform

“…Therefore it is necessary to have a strategy for the company. This strategy can be applied to the traditional marketing mix concept which consists of the 4Ps, namely product, price, promotion, and place (Ernawati, 2021). A product is anything that a producer can offer to the market as a fulfillment of market needs or desires (Nugroho & Japarianto, 2013).…”

“…The three variables are a mix of marketing strategies, so when a company already has a product, price, and promotion that becomes a consumer's buying decision, the goal of selling is achieved. As according to Ernawati (2021) marketing strategy is applied to the concept of the traditional marketing mix which consists of the 4Ps, namely product, price, promotion, and place.…”