Publisher

UADUAD

Journal FOKUS JURNAL MANAJEMEN BISNISFOKUS JURNAL MANAJEMEN BISNIS Abstract

Designing a marketing strategy is creating a business plan for a company to reach potential consumers and convert them into customers of the companys products or services. The main objective of the marketing strategy itself is to achieve and communicate a sustainable competitive advantage over competing companies by understanding the needs and wants of customers and increasing service quality. This study aims to conduct an analysis and develop marketing strategies. Qualitative analysis were used in this study using servqual and strength, weakness, opportunity, treats analysis. The servqual analysis is used to measure the level of customer satisfaction, and the strength, weakness, opportunity, treats analysis is used to formulate a marketing strategy. The studys results obtained through the servqual analysis showed seven differences in negative gap values. However, two positive gap values were found in perceived importance and expectation. The strength, weakness, opportunity, treats analysis results carried out the strength-threats strategy, which includes plans to improve the characteristics of tourist objects, innovate new rides, etc.

Conclusion

The service quality of Parimas Resto and Waterpark is considered good, as the perceived value is greater than the expected value.The analysis identified several attributes needing improvement, including cleanliness and comfort in the dining area, pool cleanliness, and waiting facility capacity.Therefore, Parimas Resto and Waterpark should focus on enhancing these areas to further increase visitor satisfaction.

Future Research

Future research should explore the impact of digital marketing strategies, such as targeted social media campaigns and online booking systems, on attracting a wider range of visitors to Parimas Resto and Waterpark. Additionally, a comparative study analyzing visitor satisfaction levels across different tourist attractions in Kabupaten Mojokerto could provide valuable insights into competitive advantages and areas for improvement. Furthermore, investigating the potential of developing unique and innovative attractions, such as themed water rides or interactive entertainment options, could enhance the overall visitor experience and differentiate Parimas Resto and Waterpark from its competitors, ultimately boosting its market position and long-term sustainability. These research directions will contribute to a more comprehensive understanding of the factors influencing visitor satisfaction and provide actionable recommendations for optimizing the parks marketing and operational strategies.

References

1. ANALYSIS OF SERVICE QUALITY DIMENSIONS TOWARDS CUSTOMER SATISFACTION AT BPJS EMPLOYMENT IN MEDAN BRANCH... doi.org/10.55047/jhssb.v1i4.217ANALYSIS OF SERVICE QUALITY DIMENSIONS TOWARDS CUSTOMER SATISFACTION AT BPJS EMPLOYMENT IN MEDAN BRANCH doi 10 55047 jhssb v1i4 217
2. Co-creating value and its impact on customer (...). creating value impact customer journal menu general... doi.org/10.22495/jgrv11i4art17Co creating value and its impact on customer creating value impact customer journal menu general doi 10 22495 jgrv11i4art17
3. Impact of Service Quality on Satisfaction: An Empirical Investigation on Cosmetic Retail Stores in Burdwan... doi.org/10.4018/ijabim.294103Impact of Service Quality on Satisfaction An Empirical Investigation on Cosmetic Retail Stores in Burdwan doi 10 4018 ijabim 294103
4. 0. pdf obj endobj xref trailer startxref eof py c3 shjd nu kh xmv 1b5 gg qd bj cy ad pf gp endstream... doi.org/10.5267/j.msl.2020.2.0110 pdf obj endobj xref trailer startxref eof py c3 shjd nu kh xmv 1b5 gg qd bj cy ad pf gp endstream doi 10 5267 j msl 2020 2 011

Metadata

File size	508.78 KB
Pages	16
DMCA	Report