MUHAMMAD, FARHAN (2023) ANALISIS STRATEGI PEMASARAN MENGGUNAKAN SWOT (STRENGHT, WEAKNESS, OPPORTUNITY, THREAT) PADA WISATA PEMANDIAN PATEMON TANGGUL. Skripsi thesis, INSTITUT TEKNOLOGI DAN SAINS MANDALA.

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Abstract

ABSTRACT This study aims to determine the marketing strategy for Patemon Tanggul Bathing Tourism, using SWOT analysis (strength, weakness, opportunity, threat). The data used in this research are primary data and secondary data. This study uses a type of quantitative research. Methods of data collection using observation, interviews, documentation, questionnaires, and literature. The sample used in this study is a purposive sample. The informants taken in this study were the person in charge of the company and 50 visitors to the Patemon Tanggul Bathing Tour. Methods of data analysis using the IFE matrix, EFE matrix, and the SWOT matrix. The results of this study indicate that the marketing strategy used by Patemon Tanggul Bathing Tourism is an aggressive strategy. This can be proven by the high scores on the strength and opportunity table that the tour has. So, the Patemon Tanggul Bathing Tourism has the potential to become a tour that can attract more tourists and dominate the market in Jember itself. Keywords: Strength, weakness, opportunity, threats, and marketing strategy.

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	10 Feb 2025 05:28
Last Modified:	10 Feb 2025 05:28
URI:	http://repo.itsm.ac.id/id/eprint/993

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