The effect of location and the promotion mix on visitors' interest: The case of Muara Beting beach and the forest of Mangrove Muara Gembong Bekasi

Abstract

This study aims to determine how much influence the location, and the promotion mix have on visitor interest in the Muara Beting Beach and Muara Gembong Mangrove Forest in Bekasi, Indonesia. The variable of location has three indicators, they are: sales location, distribution coverage, and transportation. Additionally, the variable of the promotion mix has four indicators including advertising, personal selling, sales promotion, and public relations and publicity. The variable of visitor interest has four indicators, which are the transactional interest, referential interest, preferential interest, and explorative interest. This research was quantitative by using T-test and F-test with a significance level of 5%. The population included 12,000 people and by using the sampling technique based on the Slovin formula this led to a sample of 420 respondents in the Muara Beting Beach and Muara Gembong Mangrove Forest in Bekasi. The results of this study were attained using a multiple linear analysis and hypothetical testing using a t-test. It was found that location variables on the interest of visitors have a significant effect so that the hypothesis of the study is accepted. The t-test of the promotion mix variable on the interests of visitors also have a significant influence. The results of the F-test showed that the location and promotion mix have a significant and positive effect on the interests of visitors at Muara Beting Beach and Muara Gembong Mangrove Forest. The managerial relevance and research opportunity of further studies in this area which is linked to marketing strategies is very important.

Keywords

• Location
• promotion mix
• visitor interest
• Bekasi
• Indonesia