Marketing Communication Strategy for Plempoh Tourism Village Through Marketing Mix

Abstract

This research aims to find out how to implement marketing mix marketing communication strategies in the Plempoh Tourism Village. The research method used in this research is a qualitative research method with a case study approach, as well as data collection methods using observation, interviews and documentation. To increase the validity of the data, this research was carried out by comparing and combining the data that had been obtained. The result of this research is that Plempoh Tourism Village implements a marketing communication strategy using the 7P marketing mix concept which includes seven elements, namely product, price, place, promotion, people, process and physical evidence. The results of the research conclude that not all seven elements are effective in influencing customers in purchasing decisions at the Plempoh Tourism Village. There are five elements of the marketing mix that work well in influencing customers in making decisions to use the products available at the Plempoh Tourism Village. Meanwhile, there are two elements of the marketing mix that are not working well in increasing sales in the Plempoh Tourism Village, namely the people element and the physical evidence element.