ANALISIS STRATEGI PROMOSI BOGOR AQUAGAME

FAKHRI RIZKY PRATAMA, . (2026) ANALISIS STRATEGI PROMOSI BOGOR AQUAGAME. Sarjana thesis, UNIVERSITAS NEGRI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui hubungan antara strategi promosi Bogor Aquagame, sebuah objek wisata air di Bogor, Jawa Barat, dengan keputusan berkunjung wisatawan. Penelitian menggunakan metode kuantitatif dengan 83 responden yang dipilih melalui teknik accidental sampling, didukung wawancara dengan pengelola sebagai data tambahan. Strategi promosi diukur melalui empat indikator, yaitu periklanan, promosi penjualan, hubungan masyarakat, dan penjualan personal, dengan teori AIDA sebagai dasar teori. Karena data tidak berdistribusi normal, pengujian hipotesis dilakukan dengan korelasi Spearman's rho. Hasil penelitian menunjukkan hubungan yang positif dan signifikan antara strategi promosi dengan keputusan berkunjung, dengan nilai korelasi 0,688 dan signifikansi 0,000 (p < 0,05). Promosi penjualan memperoleh nilai tertinggi di antara keempat indikator, sementara media sosial seperti Instagram, TikTok, dan Facebook menjadi sarana promosi utama yang menjangkau wisatawan usia 15–25 tahun. Dengan demikian, semakin baik strategi promosi yang diterapkan, semakin tinggi pula keputusan wisatawan untuk berkunjung ke Bogor Aquagame. Kata Kunci: strategi promosi, keputusan berkunjung, korelasi Spearman, Bogor Aquagame ***** This study aims to determine the relationship between the promotional strategy of Bogor Aquagame, a water-based tourist attraction in Bogor, West Java, and tourists' visit decisions. The research used a quantitative method with 83 respondents selected through accidental sampling, supported by interviews with the management as additional data. Promotional strategy was measured through four indicators, namely advertising, sales promotion, public relations, and personal selling, with AIDA theory as the theoretical basis. As the data were not normally distributed, hypothesis testing was conducted using Spearman's rho correlation. The results showed a positive and significant relationship between promotional strategy and visit decisions, with a correlation value of 0.688 and a significance value of 0.000 (p < 0.05). Sales promotion obtained the highest score among the four indicators, while social media platforms such as Instagram, TikTok, and Facebook served as the main promotional tools reaching tourists aged 15–25. Thus, the better the promotional strategy implemented, the higher the tourists' decision to visit Bogor Aquagame. Keywords: promotional strategy, visit decision, Spearman correlation, Bogor Aquagame

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Drs. Zulham, M.Si., MCE. ; 2). Dzulfiqar Diyananda, S.T., M.Pd.
Subjects:	Olah Raga dan Seni Pertunjukan > Pendidikan Olah Raga
Divisions:	FIO > S1 Olahraga Rekreasi
Depositing User:	Fakhri Rizky Pratama .
Date Deposited:	22 Jul 2026 03:20
Last Modified:	22 Jul 2026 03:20
URI:	http://repository.unj.ac.id/id/eprint/66856

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