ANALISIS BAURAN PEMASARAN TERHADAP MINAT BELI ULANG WISATA KULINER MANGUT LELE MBOK MARTO DI BANTUL

Rachmawati, Hanif (2025) ANALISIS BAURAN PEMASARAN TERHADAP MINAT BELI ULANG WISATA KULINER MANGUT LELE MBOK MARTO DI BANTUL. Bachelor thesis, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta.

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Abstract

Culinary tourism is an activity of visiting a place to enjoy various typical foods and drinks in a region, so that it becomes a type of tourism that has many impacts on development in a region. One of the culinary tours in the Special Region of Yogyakarta is Mangut Lele Mbok Marto in Bantul. Mangut Lele Mbok Marto is a restaurant with a main menu of mangut lele which is an attraction because of its taste. This study aims to analyze the influence of the marketing mix, which includes product, price, promotion, and location, on repurchase interest in culinary tourism Mangut Lele Mbok Marto in Bantul. The research method used is quantitative with data collection through questionnaires distributed to customers and tourists of Mangut Lele Mbok Marto 95 respondents. The results showed that the variables of product, price and promotion did not have a significant effect on repurchase interest, while location had a significant effect. The data was processed using SPSS version 21. This study used multiple linear regression analysis. The hypothesis test was carried out partially (t-test) and simultaneously (f-test). The results of this study indicate that product, price, promotion and location have an effect on repurchase interest. In the determination coefficient test, the data results obtained were 58.5% of repurchase interest influenced by product, price, promotion and location variables, while the remaining 41.5% can be explained by other variables not studied by the author.

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