Implementasi Bauran Pemasaran pada Desa Wisata Kertosari di Kabupaten Pasuruan

Abstract

This research aims to examine the implementation of the marketing mix. This research was carried out in the Kertosari Tourism Village, Pasuruan Regency. The concept used in this research is the 7P marketing mix, namely Product, Price, Promotion, Place, People, Process, dan Physical Evidence. The method used is a qualitative research method. This research uses informants as research subjects and the informants are selected because it is considered that the informants can be trusted to be the right data source. Data collection in this research used primary data by conducting observations in the field and interviews with informants, as well as secondary data with documentation. This research uses the analytical method of Miles and Huberman. Data analysis was carried out in this research by collecting data, reducing data, presenting data, and drawing conclusions. The research results show that the Kertosari Tourism Village uses the 7P marketing mix concept quite well even though the Product and Physical Evidence elements need improvement. The marketing mix in the Kertosari Tourism Village as a tool so that the objectives of the Kertosari Tourism Village can be achieved and can provide benefits for managers and tourists.