Analisis Strategi Pemasaran Bukit Muncak Temiangan Kabupaten Lampung Barat
Main Article Content
Abstract
This research aims to conduct a marketing strategy analysis at the Muncak Temiangan Hill tourist attraction in West Lampung Regency. This research was conducted with the guidance of Dr. Tina Miniawati Barusman, SE., M.BA. Muncak Temiangan Hill is a tourist destination that combines the beauty of natural panoramas with various aspects of tourism to create significant economic value. However, based on observations of these tourist attractions, there was a 90% decrease in the number of visitors in 2021 compared to the previous year. By identifying these problems, the main aim of this research is to conduct a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis on Muncak Temiangan Hill Tourism. The research method used is a narrative approach with a qualitative approach. Data was collected through interviews, observation, and documentation. SWOT analysis and SWOT matrix are used to formulate and select optimal marketing tactics to increase the attractiveness of Muncak Temiangan Hill and overcome the decline in the number of visitors.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
An author  who publishes in the  Jurnal Manajemen Teknologi agrees to the following terms:
- Author retains the  copyright and grants the journal the right of first publication of  the work simultaneously licensed under the Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Author is  able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book)with the  acknowledgement of its initial publication in this journal.
- Author is  permitted and encouraged to post his/her  work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of the published work (See The Effect of Open Access).
Jurnal Ekonomi Manajemen Teknologi (EMT) KITA by http://journal.lembagakita.org/index.php/emt/index is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Agusra, D., Okta, L. E., & Yeni, A. (2019). Strategi Promosi Untuk Meningkatkan Kunjungan Wisatawan Di Agrowisata Tanayan Pekanbaru, Provinsi Riau. Jurnal Pariwisata, 16(1).
Alji, H., Barusman, A. R., & Oktavianur, M. (2019). Pengaruh Bauran Pemasaran Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Mobil Di PT Astra Internasional Daihatsu Lampung. Jurnal Visionis, 8(1), 1-15.
Amalia, A., Zaini, O. K., Ramdani, S. H., & Sianturi, A. M. (2021). Analisis Strategi Pemasaran Pemilihan Sekolah Menengah Pertama Di Kecamatan Purwakarta (Studi Kasus Smp Full Day Al-Muhajirin Purwakarta). Jurnal Online Mahasiswa (JOM) Bidang Manajemen, 6(4).
Benyamin, P., Eni, M., & Meria, O. (2021). Penggunaan Media Digital Dalam Komunikasi Pemasaran Desa Wisata Ciburial, Semarang, Garut. Jurnal Komunikasi, 12(2).
Budi, H. L., & Dhease, A. N. (2021). Strategi Pemasaran Melalui Digital Marketing di Pariwisata Kota Lama Semarang. Jurnal Bisnis dan Manajemen, 5(2).
David, P., Yoshikawa, T., Chari, M. D., & Rasheed, A. A. (2006). Strategic Investments in Japanese Corporations: Do Foreign Portfolio Owners Foster Underinvestment or Appropriate Investment?. Strategic Management Journal, 27(6), 591-600.
Hanggraito, A. A., Wiratama, A. S., & Amalia, S. R. (2020). Alternatif Strategi Bauran Pemasaran 7P Batik Museum Yogyakarta. Jurnal Pemasaran, 4, 72-83.
Haskhory, G. H., Aida, S., & Afri, A. (2021). Pengaruh Bauran Komunikasi Pemasaran Terpadu Terhadap Niat Berkunjung Wisatawan Terhadap Objek Wisata Air Jerjun Way Lalaan Kabupaten Kota Agung Tanggamus Provinsi Bandar Lampung. Jurnal Ilmu Sosial dan Humaniora, 4(2).
Istiqomah, & Andriyanto, I. (2017). Analisis SWOT Dalam Pengembangan Bisnis (Studi Pada Sentra Jeneng Di Desa Wisata Kali Putu Kudus). Jurnal Bisnis Dan Manajemen Islam, 5(2).
Juanda, S., & Indrawati. (2021). Identifikasi Sarana Dan Prasarana Terhadap Kenyamanan Embung Cerme Di Desa Sanggang. Seminar Ilmiah Arsitektur, ISSN: 2721-8686.
Kotler, P., & Keller, K. L. (2016). Marketing Management (16th ed.). New Jersey: Person.
Kurniawati, R., & Marlena, N. (2020). Analisis SWOT Sebagai Dasar Perencanaan Strategi Pemasaran Di Agrowisata Belimbing Karang Sari Kota Blitar. Jurnal Manajemen dan Bisnis Indonesia, 6(2), 191-203.
Masrin, I., & Akmalia, O. K. (2019). Strategi Pemasaran Untuk Meningkatkan Kedatangan Wisatawan. Jurnal Manajemen Dan Bisnis Indonesia, 5(2), 204-216.
Setianto, R., & Dunan, H. (2022). Analisis Strategi Pemasaran Untuk Meningkatkan Penjualan Pada Ron-Ron Pancing Dimasa Pandemi Covid-19. Sibatik Journal: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, dan Pendidikan, 1(6), 931-940.
Setyawan, D., Fina, S., & Barus, M. (2020). Marketing Digital Pinus Ecopark Dalam Etika Bisnis Islam Di Lampung Barat. Jurnal Bisnis dan Manajemen, 5(1).
Siska, M. (2019). Analisis Strategi Pemasaran 4P Terhadap Produk Tabungan PT BRI syariah Cabang Banda Aceh. Jurnal Ekonomi dan Bisnis, 1(1).
Sujono, J. V. R. E., Aulia, N. A., Ardina, C. F., & Al, L. L. (2020). Analisis Strategi Pengembangan Digital Marketing Sebagai Upaya Meningkatkan Jumlah Pengunjung Kyai Park Selama Masa Pandemi. Jurnal Ilmiah Manajemen dan Bisnis, 5(3).
Sutisna, N., Ihsan, A. M., Muhaeimin, Ramadhan, A., Pratiwi, M., Neka, F., & Ail, M. (2022). Optimalisasi Pemanfaatan Media Sosial Dalam Promosi Desa Wisata Pekijing. Jurnal Pariwisata, 7(1).
Virgawenda, T. M. B., & Vera, M. (2022). Analisis Strategi Pemasaran Villa Gardenia Dalam Upaya Menarik Pengunjung Di Masa Covid-19. Jurnal Pariwisata, 1(9).