PENGARUH BAURAN PROMOSI TERHADAP PEMBENTUKAN CITRA WISATA BUDAYA BERASTAGI KABUPATEN KARO PROVINSI SUMATERA UTARA
Abstract: Recently the local
government make promotion mix through advertising, sales promotion, public
relations, direct sales and personal selling but in this study as the promotional
mix is limited research on the topic of advertising and sales promotion. The method
used in this
research is descriptive
research method in
which data collection techniques
used were through interviews, observations, questionnaires and library
research. From the data processing questionnaires
showed that the message contained in
the form brosur,
CD promotional tools
(advertising) and exhibition (sales promotion) has been good,
but the selection of the source of the message and not put
in the proper
distribution of promotional
tools. Promotion mix
that implemented by government of Karo is significant effect on the
image of Berastagi as a cultural tourism destination in Karo District, North
Sumatra Province. Then to test the
coefficient of determination, showed
that advertising and
sales promotion influence
the dependent variable
that is the
image of 58.80%.
This means that 58.80%
of Berastagi image as a
cultural attraction influenced
/ is explained
by the variables of
advertising and sales
promotion, while the
remaining 41.20% is influenced / explained by other variables
that are not included in this study.
Penulis: ZUMRI SULTHONY
Kode Jurnal: jpmanajemendd140529
