Analisis Marketing Mix Destinasi Wisata Candi Borobudur
DOI:
https://doi.org/10.56799/jim.v2i7.1798Keywords:
Marketing mix, Borobudur, Daya Tarik Wisata, PariwisataAbstract
Candi Borobudur adalah destinasi wisata yang sudah mendunia dan dikunjungi jutaan wisatawan baik domestic maupun manca. Penelitian ini berusaha mengungkapkan sisi marketing mix pada Candi Borobudur yang dilakukan dengan observasi lapangan, wawancara, dan data sekunder. Pengamatan yang dihasilkan berupa kelompok segmen pasar, dan aspek marketing mix yang terdiri produk, harga, tempat, promosi, proses, sumberdaya manusia, dan bukti fisik. Berdasarkan hasil analisis di di dapatkan bahwa di hampir semua aspek bauran pemasaran menunjukkan performa yang baik hal ini memperlihatkan bahwa Candi Borobudur adalah destinasi tujuan wisata yang sudah maju
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