Analysis of Promotion Mix in Increasing the Number of Visitors

Abstract

This study is driven by the dearth of efficient promotion and marketing resulting in Nirwana Beach being less well-known by tourists from outside the region. This study set out to ascertain how factors related to public relations, sales promotion, advertising, and personal selling affected the number of visits. Descriptive quantitative data analysis is the approach employed, and up to 100 respondents satisfied the requirements for visitors to Nirwana Beach. Multiple linear analysis with the SPSS version 29 program The results showed that notoriety, personal sales, and advertising all contributed significantly to the rise in visits. However, there is no discernible difference in the number of visits when sales promotion is used.

After formulating the problem and analyzing the data, the researcher came to the conclusion that the Advertising Promotion Mix has a major influence on increasing visits to Nirwana Beach. The number of visitors to Nirvana Beach is not significantly influenced by the Sales Promotion Mix. The Personal Selling Promotion Mix has a major impact on increasing the number of visitors to Nirvana Beach. Publicity and promotion mix has a big impact on the number of people visiting Nirvana Beach.The obstacle in this study is in collecting valid and representative data To understand the effectiveness of the promotion mix, researchers must be able to get information from visiting tourists, namely through surveys or interviews. However, not all tourists are willing to take the time to answer the survey.