THE INFLUENCE OF MARKETING MIX TOWARD TOURIST PURCHASE DECISION IN TAMAN MINI INDONESIA INDAH

Abstract

The high competition in the tourism industry in Jakarta would require the packaging of tourism product that appropriate with the needs and desires of tourists. Taman Mini Indonesia Indah is one of famous cultural tourism destination in Jakarta that present the original culture of each province in Indonesia. To identify which one that is more preferable for Taman Mini Indonesia Indah to maintain its existence, this research measured the analysis of marketing mix variable these are, product, price, place, promotion and people; toward purchase decision. Quantitative approach was applied through multiple regression method. The results of this study based on 100 respondents chosen by spreading the questionnaire to people who have an experience of visiting Taman Mini Indonesia Indah. From the results, there are only 3 (three) variables from 5 (five) that significantly influence customer purchasing decision which are product, place and promotion, but all of variables these are product, price, place, promotion and people are simultaneously influence purchase decision as the dependent variable.