Strategi Bauran Pemasaran XT Square di Yogyakarta

Rizal Nur Cholis , Ag. Subarsono

2016 | Skripsi | Manajemen dan Kebijakan Publik (dh. Ilmu Administrasi Negara)

ABSTRACT This study aimed to describe the marketing mix strategy of XT Square in the city of Yogyakarta. In this study, XT Square became the main locus. XT Square facing a grave problem which is declining of visitors number. Therefore, the development of marketing mix strategies at XT Square greatly influenced by marketing mix product, price, promotion and place so that in the implemented. This research uses descriptive qualitative method to answer the research question. While the data collection was done by interviewing the sources concerned. This research was also supported by secondary data through questionnaires, documents and images. The results of this research show that XT Square has a variety of products, the price offered is quite affordable for tourists. With the support of strategic location and easy accessibility as well as having lots of transportation options into its own power to attract tourists. Various campaigns have made the manager to increase tourist visits through media, events, travel agents etc. From this analysis further developed to formulate the alternative marketing mix strategies that can be maximized by XT Square to increase visitors. Based on the research finding, it can be concluded that the implementation of marketing mix can be done by maximizing the new and innovative products, cutting the price of attractions, and optimizing promotion through websites and social media. In addition, it is necessary to establish a partnership with the relevant stakeholders in promoting XT Square to the different segments of visitors. Keywords: marketing, strategy, XT Square

Kata Kunci : Yogyakarta - Strategi Pemasaran