Pengaruh Marketing Mix Terhadap Kepuasan Pengunjung Tempat Wisata Bee Jay Bakau Resort (Bjbr) Kota Probolinggo

doi:10.21107/jsmb.v7i1.7485

Study

Innovation & MarketsHigh ImpactStrong effect

Price and Process Drive Visitor Satisfaction at Tourist Destinations

Optimizing pricing strategies and streamlining visitor processes are key drivers of satisfaction in the tourism sector.

Jurnal Studi Manajemen dan Bisnis · 2020

01

Key Findings

01Price (X2) and Process (X6) were found to have a significant positive impact on visitor satisfaction.
02A simultaneous influence of all marketing mix elements (product, price, promotion, place, people, process, and physical evidence) on visitor satisfaction was confirmed.
03The marketing mix elements collectively explained 52.8% of the variance in visitor satisfaction.

02

Application

Design takeaway

When designing or managing a service-oriented business, pay close attention to how pricing is perceived and ensure that all customer-facing processes are as smooth and efficient as possible, as these are the most potent levers for satisfaction.

How to apply

Conduct a similar analysis for your own product or service to identify which marketing mix elements are most critical for your target audience's satisfaction. Use this data to inform strategic decisions about pricing and process optimization.

Project actions

01When researching customer satisfaction, consider breaking down the marketing mix into its core components.
02Use statistical methods to quantify the impact of different design and marketing choices on user experience.

03

Method & Evidence

AimTo determine the influence of the marketing mix (product, price, promotion, place, people, process, and physical evidence) on visitor satisfaction at Beejay Bakau Resort (BJBR).

MethodQuantitative research using survey data and statistical analysis.

ProcedureA survey was administered to visitors, and the data was analyzed using stepwise regression to identify the significant factors influencing satisfaction. The overall impact of the marketing mix was also assessed.

Sample70 respondents

ContextTourism and hospitality industry, specifically a resort destination.

Variables

IV["Product","Price","Promotion","Place","People","Process","Physical Evidence"]

DVVisitor Satisfaction

04

Strengths & Limitations

Strengths

+Identified specific marketing mix elements with significant impact.
+Assessed both individual and simultaneous effects of the marketing mix.

Limitations

The findings are specific to one tourist resort and may not apply to all contexts. The study relies on self-reported data, which can be subjective.

Reliability & validity

The study's reliability could be enhanced by using standardized survey instruments and ensuring consistent data collection procedures. Validity is supported by the use of statistical analysis to measure the relationship between variables, though the subjective nature of satisfaction can pose a challenge.

Think critically

How might the relative importance of price and process vary across different types of tourist destinations (e.g., budget hostels vs. luxury resorts)?

05

Design Principles

"Visitor satisfaction is significantly influenced by the perceived value (price) and the ease of engagement (process) within a service environment."

Understanding which elements of the marketing mix most significantly impact user satisfaction allows businesses to allocate resources effectively. Focusing on price and process can lead to more impactful improvements in customer experience and loyalty.

06

What This Means for Your Design

For a tourist spot, making sure the price feels right and the experience is easy and smooth is super important for happy visitors. All the other things like the product, how it's advertised, where it is, the staff, and how it looks also matter, but price and process have the biggest effect.

How to use in your project

1.Reference this study when discussing the impact of pricing or service process design on user satisfaction in your design project's evaluation or justification sections.

07

Add to My Project

08

Quick Cite

(2020). PENGARUH MARKETING MIX TERHADAP KEPUASAN PENGUNJUNG TEMPAT WISATA BEE JAY BAKAU RESORT (BJBR) KOTA PROBOLINGGO. Jurnal Studi Manajemen dan Bisnis. https://doi.org/10.21107/jsmb.v7i1.7485 Retrieved from https://designdex.org/study/2d1d501d-9b28-4a6a-9def-90d0b4c2e8bc/price-and-process-drive-visitor-satisfaction-at-tourist-destinations

Paragraph starter

Research indicates that specific elements of the marketing mix, particularly price and process, can have a disproportionately strong influence on customer satisfaction in service-oriented environments. For instance, a study at Beejay Bakau Resort found that price and process were significant drivers of visitor satisfaction, with the overall marketing mix explaining over half of the satisfaction variance (Ikmala, Mufidah, & Fibriyani, 2020). This highlights the importance of carefully considering value perception and operational efficiency in design and strategy.

09

Source

Jurnal Studi Manajemen dan Bisnis

PENGARUH MARKETING MIX TERHADAP KEPUASAN PENGUNJUNG TEMPAT WISATA BEE JAY BAKAU RESORT (BJBR) KOTA PROBOLINGGO

journal · 2020

View source

Questions about this research

What does the research say about price and process drive visitor satisfaction at tourist destinations?: When designing or managing a service-oriented business, pay close attention to how pricing is perceived and ensure that all customer-facing processes are as smooth and efficient as possible, as these are the most potent levers for satisfaction. Evidence: Jurnal Studi Manajemen dan Bisnis (2020).
Why does "Price and Process Drive Visitor Satisfaction at Tourist Destinations" matter for design?: Understanding which elements of the marketing mix most significantly impact user satisfaction allows businesses to allocate resources effectively. Focusing on price and process can lead to more impactful improvements in customer experience and loyalty.
How can designers apply this research?: When designing or managing a service-oriented business, pay close attention to how pricing is perceived and ensure that all customer-facing processes are as smooth and efficient as possible, as these are the most potent levers for satisfaction.
What were the main findings?: Price (X2) and Process (X6) were found to have a significant positive impact on visitor satisfaction.. A simultaneous influence of all marketing mix elements (product, price, promotion, place, people, process, and physical evidence) on visitor satisfaction was confirmed.. The marketing mix elements collectively explained 52.8% of the variance in visitor satisfaction.
What research method was used?: Quantitative research using survey data and statistical analysis. with 70 respondents.
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2020 journal from Jurnal Studi Manajemen dan Bisnis.
What should I do differently in my next project?: Conduct a similar analysis for your own product or service to identify which marketing mix elements are most critical for your target audience's satisfaction. Use this data to inform strategic decisions about pricing and process optimization.
What are the limitations?: The study was conducted at a single resort, and the findings may not be generalizable to all types of tourist destinations. The sample size was relatively small.
Is there evidence that marketing mix affects design outcomes?: The study found that the price of services and the efficiency of the visitor experience process were the most influential factors in determining visitor satisfaction at the resort. Together, all aspects of the marketing mix accounted for over half of the satisfaction levels. Understanding which elements of the marketin Source: Jurnal Studi Manajemen dan Bisnis (2020).
Where does this satisfaction research apply?: Tourism and hospitality industry, specifically a resort destination. It sits within innovation & markets research on designdex.org.