Implementasi Bauran Promosi Terhadap Kepuasan Pengunjung Pada Wisata Hutan Bambu Sumbermujur-Lumajang

  • Ida Lestari STIE Widya Gama Lumajang
  • Ainun Jariah STIE Widya Gama Lumajang
  • Zainul Hidayat
Keywords: , Sales Promotion, Personal Selling, Publik Relations, Direct Marketing, Visitor Satisfaction.


This study aims to determine the implementation of the promotion mix of visitor satisfaction on tourism in the Sumbermujur Lumajang bamboo forest, both partially and simultaneously. The research method used is the method of multiple linear regression analysis. This study uses a type of quantitative research. The population in this study were all visitors to the bamboo forest tour. The sampling technique of this study uses sampling insidential. The results show partially that the promotion mix variable does not significantly influence visitor satisfaction. Simultaneously the promotion mix has a significant effect on visitor satisfaction with a determination coefficient of R square of 0.267 so it can be interpreted that 26.7% of visitor satisfaction can be explained by independent variables namely advertising, sales promotion, personal selling, public relations and direct marketing while the remaining 73,3% of visitor satisfaction is influenced by other variables not examined in this study.