Ayu, Stephanie Astrid and Tresyanto, Citra Anggraini and Susila, Paola Sharon (2024) STRATEGI PEMASARAN 7P PADA PENCIPTAAN KEPUASAN PENGUNJUNG WISATA ROMOKALISARI SURABAYA. Jurnal Point, Jurnal Ekonomi & Manajemen, 6 (1). pp. 19-29. ISSN 2656-775X
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Abstract
After the Covid-19 pandemic, currently tourist destinations have started to show activity again. Many new tourist
destinations are also managed to provide entertainment for the community. Several tourist destinations are also a source
of income for residents around these tourist destinations. One of the new tourist destinations in the city of Surabaya is
Romokalisari Adventure Land (RAL). This tourist destination is located at the far end of western Surabaya, bordering
the end pier, and is in the same location as Rusunawa Romokalisari. The program of the Surabaya city government, in
addition to managing RAL tourist destinations for entertainment for Surabaya city residents, the Surabaya city
government also hopes that the increasing number of visitors to tourist destinations will have a positive impact on the
economy of residents around the RAL location. Based on field survey data conducted, in Rusunawa Romokalisari there
are 100 residents who fall into the Low Income Community (MBR) category. The hope of the Surabaya city governmentPOINT: Jurnal Ekonomi & Manajemen
Volume 6 Nomor 1, Juni 2024
e-ISSN : 2656-775X
20
to create community facilities for the MBR category is facilitated by this new tourist destination. The organizers of the
rides and SMEs at RAL are fully managed by the residents of Romokalisari Rusunawa. The research was conducted by
collecting funds, observing, interviewing and reviewing RAL locations to further observe the 7P marketing strategy to
create visitor satisfaction for RAL tourist destinations. The 7P strategy discusses product, place, price, promotion,
people, physical evidence, process. From the research results it is known that physical evidence and process are things
that are more taken into account by visitors to RAL tourist destinations. Therefore, the Surabaya city government needs
to create physical evidence and processes that are in line with the expectations of the public visiting RAL tourist
destinations, so as to be able to increase the number of visitors..
Keywords: tourism; satisfaction; strategy; marketing
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | pariwisata, kepuasan, strategi, pemasaran |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi > Prodi Manajemen |
| Depositing User: | Stephanie Astrid Ayu |
| Date Deposited: | 18 Jul 2025 08:01 |
| Last Modified: | 18 Jul 2025 08:01 |
| URI: | https://repositori.ukdc.ac.id/id/eprint/2349 |
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