EFEKTIVITAS STRATEGI PEMASARAN EVENT MICE (Studi pada : THE FIRST STIPRAM CONFERENCE ON ECOTOURISM IN YOGYAKARTA 2018)

Octaviani, Lenny Kurnia (2018) EFEKTIVITAS STRATEGI PEMASARAN EVENT MICE (Studi pada : THE FIRST STIPRAM CONFERENCE ON ECOTOURISM IN YOGYAKARTA 2018). Masters thesis, Sekolah Tinggi Pariwisata Ambarrukmo (STIPRAM) Yogyakarta.

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Abstract

The MICE industry (Meeting, Incentive, Convention and Exhibition) is one of the tourism sectors that is currently undergoing rapid development, and of course also has become one of the major industries in the world. MICE business development that is part of the tourism industry today and has provided a diverse color to the type of tourism activities that are identical with the provision of servants (services). The purpose of this study is designed to know: (1) To know how the Marketing Mix 7P (product, price, place, promotion, people, process, physical evidence) applied to The First STIPRAM Conference on Ecotourism in Yogyakarta. (2) To find out whether the Marketing Mix 7P (product, price, place, promotion, people, process, physical evidence) applied to the First STIPRAM Conference on Ecotourism in Yogyakarta has been effective. This research type is descriptive research with expost facto research design. The study population was seminar participants drawn from the average participants. Sample size was taken using Slovin formula. Samples taken are the participants of the seminar as many as 80 people. Furthermore, the samples taken using incidental sampling technique. Data were collected by questionnaire as supporting data. Instrument validity test is calculated by using Product moment with highest value is 1.0 and lowest is 0,520 and instrument reliability test with Cronbach's Alpha formula is generated r count 0,920. Data analysis used is descriptive analysis. The result of the research on the marketing mix strategy applied to the MICE Event of Study at The First Stipram Conference on Ecotourism in Yogyakarta is seen from the perspective of Seminar Participants to know that: on the aspect of the product has been applied by the Operator with an average of 3.24 in the category very good. Aspects of price with an average of 2.49 in the category of Less Good. Aspect place with an average of 2.79 in the Good category. As pects of promotion with an average of 3.40 in the category of Very Good. Aspects of people with an average of 3.08 in the Good category. Aspects of the process with an average of 2.35 in the category of Less Good. Physical evidence of 3.36 in the category is very good.

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