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ABSTRAK
Penelitian ini bertujuan untuk mengetahui kegiatan pemasaran pada konservasi
bambu di Ekowisata Dusun Bambu Family Leisure Park. Metode penelitian yang
digunakan adalah metode kualitatif dengan pendekatan studi kasus. Kajian model yang digunakan dalam penelitian ini adalah konsep 7P dari Booms dam Bitner yang
terdiri dari tempat (place), produk (product), harga (price), promosi (promotion),
orang (people), proses (process) dan bukti fisik (physical evidence). Teknik
pengumpulan data dilakukan melalui observasi, wawancara, dan studi kepustakaan. Jumlah responden di tentukan dengan menggunakan teknik purposive sampling. Penelitian ini dilakukan pada bulan Januari sampai dengan Juni 2015. Hasil penelitian menunjukan bahwa proses pemasaran yang diterapkan Dusun Bambu Family Leisure Park sudah sesuai dengan konsep bauran pemasaran yaitu dari aspek produk (product), tempat (place), harga (price), promosi (promotion), orang (people), proses (process) dan bukti fisik (physical evidence).
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ABSTRACT
This study aims to determine the marketing activities on the conservation of bamboo Bamboo Village Ecotourism Family Leisure Park. The method used is qualitative method with case study approach. Assessment model used in this study is the concept 7P of Booms dam Bitner consisting of place (place), the product (product), price (price), promotion (promotion), people (people), process (process) and physical evidence ( physical evidence). Data was collected through observation, interview, and literature study. The number of respondents is determined by using purposive sampling technique. This research was conducted in January to June 2015. The results showed that the applied marketing Bamboo Village Family Leisure Park is in conformity with the concept of the marketing mix, namely from the aspect of the product (product), where (place), price (price), promotion ( promotion), people (people), process (process) and physical evidence (physical evidence).
