ANALISIS FAKTOR-FAKTOR BAURAN PEMASARAN JASA PADA OBJEK WISATA JODIPAN KAMPUNG WARNA-WARNI DI KOTA MALANG

The purpose of this study was to analyze the marketing mix factors of services in the colorful kampong jodipan tourism objects in Malang City. The research used is a type of descriptive analysis research, where in collecting and analyzing data is done by observing directly to the object of research. The population used in this study were visitors to Kampung Warna Warni tourist attraction in August - September 2018 who had never visited or frequently visited. By using purposive sampling, a sample of 100 respondents was obtained. The analysis model used is factor analysis through several stages. Based on the results of the study, it can be concluded that there are only 3 variables that have the highest coefficient value as an indicator that influences the marketing mix in Color Warung Tourism Objects, namely physical evidence, process and location, with egienvalue 3.943 with a variance value of 56.325%, process factor with eigienvalue value 1,210 with variance value of 17,289% and place factor with eigienvalue value of 1,035 with variance value of 14,781%