PENGARUH BAURAN PEMASARAN TERHADAP MINAT BERKUNJUNG KEMBALI KE PD. TAMAN SATWA KEBUN BINATANG SURABAYA

Abstract

This study aims to determine the effect of the marketing mix on the interest of visiting agai to
PD Taman Satwa Zoo Surabaya. This study uses independent variables (X) namely Product
(X1), Price (X2), Promotion (X3), Place (X4), Person (X5), Process (X6) and Physical Proof
(X7), and dependent variable (Y ) Visiting Interest again. The population is all visitors who
make a Visiting Interest again to the Surabaya Zoo. Purposive sampling technique with a total
sample of 100 respondents. The data analysis method used is multiple linear regression
analysis. The results obtained from this study indicate simultaneously the product variables,
nutrients, promotions, places, people, physical evidence, and the process of influencing the
variable of Visiting Interest again. Then partially only product, price, place, people, and
process variables that influence Visiting Interest again. While the promotion variable and
physical evidence do not affect for Visiting Interest again.
Keywords: Marketing Mix, Visiting Interest again

DOI : https://doi.org/10.33005/jbi.v12i1.2607