Pengaruh Strategi Bauran Pemasaran Digital Terhadap Kinerja Pemasaran melalui Manajemen Hubungan Pelanggan di Objek Wisata Pantai Randusanga Indah Brebes
Main Article Content
Abstract
This study aims to determine the effect of digital marketing mix strategy on marketing performance through customer relationship management at Randusanga Indah Brebes Beach tourist attraction. Using quantitative and qualitative approaches, this research sample involved 203 respondents who were beach visitors who were taken using purposive sampling techniques. Data analysis was conducted using the Structural Equation Modeling (SEM) model with the AMOS program. The results showed that the digital marketing mix strategy had a significant effect on customer relationship management with a CR value of 11.252 (CR ≥1.96) and a probability value ≤ 0.05. However, the digital marketing mix strategy has no significant effect on marketing performance with a CR value of -,434 (CR ≥1.96) and a probability value of 0.664 (p ≤ 0.05). Similarly, customer relationship management also has no significant effect on marketing performance with a value of CR 1,261 (CR ≥1.96) and a probability value of 0.207 (p ≤ 0.05).
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Amari, R. O. (2023). Analisis Pengaruh Pemasaran Melalui Pendekatan Bauran Pemasaran (7p) Terhadap Keputusan Berkunjung Wisatawan Di Taman Wisata Alam Mangrove Angke Kapuk Jakarta. Jurnal Fusion Vol 3 No 09, September 2023, E-Issn: 2775-6440 | P-Issn: 2808-7208 Jurnal, 3(09), 31–41.
Daud, A., & Yusri, D. (2022). Analisis Strategi Pemasaran Terhadap Peningkatan penjualan Dodol. Jurnal Ekonomi Dan Keuangan Syariah, 1(1), 35–42. https://jurnal.perima.or.id/index.php/JEKSya
Hamidah. D, S. P., & Rangkuti, I. (2023). Strategi Manajemen Pemasaran Pendidikan Dalam Meningkatkan Antusiasme Calon Peserta Didik Baru Di Sejolah MTS Nurul Ilmi Desa Pantai Gemi Kecamatan Stabat. Angewandte Chemie International Edition, 6(11), 951–952., 3(1), 10–27. https://medium.com/@arifwicaksanaa/pengertian-use-case-a7e576e1b6bf
Khalayleh, M. A., & Al-Hawary, S. I. S. (2022). The impact of digital content of marketing mix on marketing performance: An experimental study at five-star hotels in Jordan. International Journal of Data and Network Science, 6(4), 1023–1032. https://doi.org/10.5267/j.ijdns.2022.8.008
NPD Wahana, A., Harini, D., Bambang Riono Pengaruh Strategi Pengembangan dan Potensi Wisata terhadap Daya Tarik Wisata, S., Bambang Riono, S., Studi Manajemen, P., & Ekonomi dan Bisnis, F. (2023). Pengaruh Strategi Pengembangan dan Potensi Wisata terhadap Daya Tarik Wisata (Studi Empiris pada Pantai Randusanga Indah Kabupaten Brebes) The Effect of Development Strategy and Tourism Potential on Tourism Attraction (Empirical Study on Randusanga Indah . JECMER: Journal of Economic, Management and Entrepreneurship Research, 1(3), 30–40.
Nurhayaty, M. (2022). Strategi Mix Marketing (Product, Price, Place, Promotion, Eople, Process, Physical Evidence) 7P Di Pd Rasa Galendo Kabupaten Ciamis. Jurnal Media Teknologi, 8(2), 119–127. https://doi.org/10.25157/jmt.v8i2.2669
Rahma, A. A. (2020). Potensi Sumber Daya Alam dalam Mengembangkan Sektor Pariwisata Di Indonesia. Jurnal Nasional Pariwisata, 12(1), 1. https://doi.org/10.22146/jnp.52178
Rithmaya, C. L., Kholid, I., & Tianto, R. (2023). Customer Relationship Management melalui Orientasi Pasar dan Inovasi Organisasi untuk Meningkatkan Kinerja Pemasaran Bisnis Online. Jurnal Samudra Ekonomi Dan Bisnis, 14(1), 88–99. https://doi.org/10.33059/jseb.v14i1.5384
Syukri, A. U., & Sunrawali, A. N. (2022). Digital marketing dalam pengembangan usaha mikro, kecil, dan menengah. Kinerja, 19(1), 170–182. https://doi.org/10.30872/jkin.v19i1.10207
Wibowo, F., Khasanah, A. U., & Putra, F. I. F. S. (2022). Analisis Dampak Kehadiran Pasar Modern terhadap Kinerja Pemasaran Pasar Tradisional Berbasis Perspektif Pedagang dan Konsumen di Kabupaten Wonogiri. Benefit: Jurnal Manajemen Dan Bisnis, 7(1), 53–65. https://doi.org/10.23917/benefit.v7i1.16057
Yusuf, A. M., Astuti, M., & Ariani, M. B. N. (2022). The Effect of Digital Marketing Mix Strategy on Marketing Performance Through the Implementation of Customer Relationship Management MSME 4.0 DKI Jakarta. International Journal of Business, Technology and Organizational Behavior (IJBTOB), 2(4), 381–396. https://doi.org/10.52218/ijbtob.v2i4.213