• Rudi Santoso
  • Rahayu Shinta
  • Achmad Yanu Alif Fianto
Keywords: Tourism marketing, service markerting mix, visit decision


Penelitian ini dilakukan dengan tujuan untuk mengidentifikasi (1) pengaruh produk tehadap keputusan berkunjung, (2) pengaruh harga tehadap keputusan berkunjung, (3) pengaruh promosi tehadap keputusan berkunjung, (4) pengaruh lokasi tehadap keputusan berkunjung, (5) pengaruh orang tehadap keputusan berkunjung, (6) pengaruh proses tehadap keputusan berkunjung, (7) pengaruh bukti fisik tehadap keputusan berkunjung di objek wisata pantai yang ada di daerah Pasuruan dan Probolinggo; serta mengindentifikasi (8) pengaruh produk, harga, promosi, lokasi, orang, proses, serta bukti fisik secara simultan tehadap keputusan berkunjung di objek wisata pantai yang ada di daerah Pasuruan dan Probolinggo. Penelitian ini bersifat deskriptif kuantitatif dimana instrumen yang digunakan berbentuk angket dengan sistem survey. Populasi dalam penelitian ini merupakan mahasiswa program sarjana manajemen di Surabaya, Pasuruan dan Probolinggo dengan teknik pengambilan sampel purposive sampling dan diperoleh sebanyak 174 mahasiswa. Uji validitas dalam penelitian ini menggunakan CFA yang dilengkapi dengan rumus Alpha Cronbach untuk menguji reliabilitas instrumen penelitian; serta menggunakan metode analisis regresi berganda untuk menguji hipotesis dalam penelitian ini. Penelitian ini menemukan bahwa komponen bauran pemasaran jasa yang dalam penelitian ini dirinci menjadi variabel produk, harga, promosi, lokasi, orang, proses dan bukti fisik terbukti secara parsial memengaruhi variabel keputusan berkunjung. Ditemukan juga bahwa variabel independen dalam penelitian ini secara simultan juga memengaruhi variabel keputusan berkunjung.


Allan, M. and Altal, Y. (2016), “Museums and tourism: visitors motivations and emotional involvement”, Mediterranean Archaeology & Archaeometry, Vol. 16 No. 3, pp. 43-50.
Alvarez, C. and Fournier, S. (2016), “Consumers’ relationships with brands”, Current Opinion in Psychology, Vol. 10, pp. 129-135.
Antoniou, A. (2017), “Social network profiling for cultural heritage: combining data from direct and indirect approaches”, Social Network Analysis and Mining, Vol. 7 No. 1, p. 39.
Chen, C.M. and Lin, Y.C. (2018), “Understanding the motivation of museums, galleries and cultural exhibition visits – evidence from Taiwan internet use types”, Current Issues in Tourism, Vol. 21 No. 11, pp. 1215-1220.
Dieck, M.C. and Jung, T. (2018), “A theoretical model of mobile augmented reality acceptance in urban heritage tourism”, Current Issues in Tourism, Vol. 21 No. 2, pp. 154-174.
Elbedweighy, A.M., Jayawardhena, C., Elsharnouby, M.H. and Elsharnouby, T.H. (2016), “Customer relationship building: The role of brand attractiveness and consumer-brand identification”, Journal of Business Research, Vol. 69 No. 8, pp. 2901- 2910.
Fianto, Achmad Yanu Alif (2018), “Antecedents of Customer Satisfaction for Small Medium Entreprises Product in Indonesia”, International Journal of Civil Engineering and Technology,
9(11), 2018, pp. 2691–2702.
Gilovich, T., Kumar, A. and Jampol, L.
(2015), “A wonderful life: Experiential consumption and the pursuit of happiness”, Journal of Consumer Psychology, Vol. 25 No. 1, pp. 152- 165.
Granitz, N. and Forman, H. (2015), “Building self-brand connections: Exploring brand stories through transmedia perspective”, Journal of Brand Management, Vol. 22, No. 1, pp. 38-59.
Hammerl, M., Dorner, F., Foscht, T. and Brandstätter, M. (2016), “Attribution of symbolic brand meaning: The interplay of consumers, brands and reference groups”, Journal of Consumer Marketing, Vol. 33 No. 1, pp. 32-40.
He, Y., Chen, Q. and Alden, D.L. (2015), “Time will tell: Managing post- purchase changes in brand attitude”, Journal of the Academy of Marketing Science, DOI:10.1007.
He, Z., Wu, L. and Li, X.R. (2018), “When art meets tech: the role of augmented reality in enhancing museum experiences and purchase intentions”, Tourism Management, Vol. 68, pp. 127-139.
Irimias, A., Mitev, A. and Michalko, G. (2016), “Demographic characteristics influencing religious tourism behaviour: evidence form a Central- Eastern-European Country”, International Journal of Religious Tourism and Pilgrimage, Vol. 4 No. 4, p. 3.
Iyer, P.P., Paswan, A.K. and Davari, A. (2016), “Brands, love and family”, Journal of Product and Brand Management, Vol. 25 No. 1, pp. 69-83.
Karjaluoto, H., Munnukka, J. and Kiuru, K. (2016), “Brand love and positive word of mouth: The moderating effects of experience and price”, Journal of Product and Brand Management, Vol. 25 No. 6, pp.527-537.
Mittal, B. (2015), “Self-concept clarity: Exploring its role in consumer behaviour”, Journal of Economic Psychology, Vol. 46, pp. 98-110.
Prat, F.J.M. and Canoves, V.G. (2017), “Analyze of motivation and satisfaction of the visitors to the museum of history of Girona”, Pasos Revista De Turismo y Patrimonio Cultural, Vol. 15 No. 2, pp. 375-389.
Radder, L. and Han, X. (2015), “An examination of the museum experience based on pine and gilmore’s experience economy realms”, Journal of Applied Business Research (JABR), Vol. 31 No. 2, pp. 455-470.
Randhawa, P., Calantone, R.J. and Voorhees, C.M. (2015), “The pursuit of counterfeited luxury: An examination of the negative side effects of close consumer-brand connections”, Journal of Business Research, Vol. 68, No. 11, pp. 2395-2403.
Schmitt, B., Brakus, J.J. and Zarantonello, L. (2015), “From experiential psychology to consumer experience”, Journal of Consumer Psychology, Vol. 25 No. 1, pp. 166-171.
Sicilia, M., Delgado-Ballester, E. and Palazon, M. (2016), “The need to belong and self-disclosure in positive word-of-mouth behaviours: The moderating effect of self-brand connection”, Journal of Consumer Behaviour, Vol. 15, No. 1, pp. 60-71.
Sim, G., Cassidy, B. and Read, J.C. (2018), “Crowdsourcing ideas for augmented reality museum experiences with children”, Museum Experience Design, Springer, Cham, pp. 75-93.
Sreejesh, S., Sarkar, A. and Roy, S. (2016), “Validating a scale to measure consumer’s luxury brand aspiration”, Journal of Product and Brand Management, Vol. 25 No. 2, pp. 465- 478.
Vermeeren, A.P., Calvi, L., Sabiescu, A., Trocchianesi, R., Stuedahl, D., Giaccardi, E. and Radice, S. (2018), “Future museum experience design: crowds, ecosystems and novel technologies”, Museum Experience Design, Springer, Cham, pp. 1-16.
Ye, S., Li, J., Zeng, Z. and Hao, S. (2015), “Research on the impact of social circles on self-rand connection: Regulation of self-awareness and brand
value”, Open Journal of Business and Management, Vol. 3 No. 2, pp. 155- 162.
Zhang, M. and Aggarwal, P. (2015), “Looking ahead or looking back: Current evaluations and the effect of psychological connectedness to a temporal self”, Journal of Consumer Psychology, Vol. 25 No. 3, pp. 512- 518.