Marketing Mix Strategy in Bojong Karnival Tourism Attraction for Increasing Visiting Interest

ABSTRACT


INTRODUCTION
A marketing mix strategy is a combination of several elements used by an organization/company to introduce and promote products or services to the target market.The marketing mix strategy is applied to tourist attractions because it can help these tourist attractions increase their attractiveness, visibility, and the success of the entire destination.Through a marketing mix strategy, tourist attractions can differentiate themselves from competitors.With a marketing mix strategy, you can also increase public awareness of the existence of this tourist attraction.Implementing a marketing mix strategy can allow tourist attractions to become better known to many people.The existence of tourist attractions in an area has the potential to increase local revenue.Therefore, it is necessary to have a marketing mix strategy for tourist attractions to increase interest in visiting.
Bogor Regency has various kinds of tourism potential, such as natural, cultural, historical, religious, artificial and culinary tourism.One of the tourism areas owned by Bogor Regency and a new tourist destination is the artificial tourist attraction Bojong tourist attraction that offers various play and educational rides as well as a food court.Bojong Carnival, which operate in early September 2023, is a recreational vehicle located on Tonjong Road, Kedung Waringin, Bojong Gede, Bogor Regency.Tourist attraction managers implement a Powercard system where the card can be topped up for all rides.This Bojong Karnival tourist attraction involves local communities as human resources.Bojong Carnival is also the first artificial tourist attraction in Bojong Gede District.Tourism development in an area certainly has several influences on the surrounding environment.This influence has an impact on society, the environment, the economy and society.Based on researchers' observations, Bojong Karnival still does not have many visitors.
Based on the background of the problem explained above, this research is needed to answer the problem formulation that has been prepared.The first problem formulation is to identify the existing marketing mix at the Bojong Karnival tourist attraction.The second problem formulation is to find out how to apply the marketing mix to the Bojong Karnival tourist attraction.The third or final problem formulation is to create a strategy development model for the marketing mix to increase interest in visiting the Bojong Karnival tourist attraction.Therefore, the author is interested in conducting research with the title "Marketing Mix Strategy in Bojong Karnival Tourism Attraction for Increasing Visiting Interest".

Tourism Destination
A tourism destination according to [1] is an important place to visit on a route with actual or perceived regional boundaries, the basic geographical unit for the production of tourism statistics.According to Berman in [2], a tourism destination is a country, state, region, city or small town that is marketed or markets itself as a place for tourists to visit.In this research the related tourism destinations are artificial tourism destinations.
According to Ismayati, artificial tourism destinations are activities or components in tourist destinations that are created or created by humans for entertainment or recreation, for example amusement parks, theme parks, or others [3].In contrast to natural tourism destinations, these artificial tourism destinations are planned, designed, built, managed and developed by humans.Artificial tourism destinations are sometimes a focus for tourists because they offer a variety of entertainment and can also contribute to improving the local economy.

Tourist Attaction
A tourist attraction which was previously said to be a tourist attraction according to Jamal & Siregar in [4] is a place that is a tourist target, where this tourist attraction is closely related to tourist attractions.This tourist attraction is a location, attraction, place or destination that attracts tourists to visit.
In this research, the relevant tourist attraction is an artificial tourist attraction.According to [5] an artificial tourist attraction is an attraction that is deliberately created by humans using various techniques to attract tourists.The attraction of artificial tourism is the result of human creativity and innovation which has unique characteristics and local characteristics that only exist in the region (Bulan et al., 2021).

Marketing Mix
The marketing mix is said [6, p. 3] as a set of tools and variables that an organization/company has to meet the goals of its entity and target audience.This marketing is carried out through the 4Ps of marketing which refers to Product, Price, Marketing and Promotion, the terms are in English.The use of Marketing Mix services is also used because in the tourism industry, companies do not offer pure services to customers, but aspects such as Physical Services (Physical), People (People), and Process (Proceeds) are also taken into consideration [7].

Visiting Interest
According to [8], visiting interest is behavior that occurs as a response to an object that indicates the consumer's desire to visit.This form of behavior is related to the quality of tourist attraction services during the visiting experience, so that tourists have the desire to visit.Interest in visiting means potential consumers (visitors) who have or have never been and who are currently going to visit a tourist attraction.

METHODS
The research method used to complete this research uses qualitative methods with SWOC analysis techniques (Strength, Weakness, Opportunities, and Challange).The types of data in this research use primary data and secondary data.Primary data source where researchers conduct in-depth observations and interviews with related parties.Secondary data sources are obtained from literature data in the form of written documents related to marketing mix strategies at tourist destinations.
The sample according to [9, p. 87] is a portion of the population from which the sample was taken.Survey research is based on sampling, which involves collecting information from only a few members of a population.The sample in this study consisted of visitors and managers of the Bojong Karnival tourist attraction.Sampling uses a non-probability accidental sampling technique, which according to [10] is a technique for determining samples based on chance, that is, anyone who meets the researcher by chance can be used as a sample, if the person they happen to meet is suitable as a data source.
Samples were taken of 20 visitors with a sampling technique using accidental sampling.Sampling of visitors was carried out using an accidental sampling technique because visitors to Bojong Karnival do not stay for long periods of time.Apart from that, daily visitors to tourist attractions are low at 20-30 visitors.So, the number of samples taken was judged by 20 visitors.
SWOC analysis according to [11] is a balance of SWOT analysis.The term SWOC was originally known as SWOT, SWOC is an abbreviation of Strengths, Weaknesses, Opportunities, and Challenges.Threats (Threats) in SWOT are replaced by Challenges (Challenges) to create a more positive attitude.SWOC is an analytical tool that evaluates internal and external factors for better strategic planning with environmental awareness objectives, ideally before new initiatives are taken to identify potential environmental problems [12].
After identifying the 7P marketing mix, the data obtained will be processed descriptively using the IFAS (Internal Factor Analysis Summary) and EFAS (External Factor Analysis Summary) matrices.The score value from the IFAS & EFAS matrix analysis will indicate the position on the Internal-External Matrix as a recommended marketing mix strategy that will be used to increase visiting interest.

Identification and Implementation of Bojong Karnival Marketing Mix
Bojong Karnival is identified as implementing a marketing mix.The marketing mix itself, according to Kotleir and the Charteireid Institute of Marketing in [13] is a variable used by an intuitive model to see the response of buyers to products or services offered to specific target customer groups.However, in the tourism industry, companies not only offer pure services to customers, but aspects such as physical activity (physical), people (people), and process (process) are also taken into consideration [7].In this case, 7 marketing mix indicators implemented by Bojong Karnival were identified, are:

Product
The product offered by Bojong Karnival is that there are rides for playing.The rides include Kora-Kora, Ontang Anting, Ferris Wheel, Haunted House, Remote Car, Light Car, Rainbow Slide, Photobooth, Arcade Games, Kids Zone, and Softplay.In the kids zone area, there are mini rainbow slides, ball pool areas, coconut palms, and several gaming games such as the jerapah slider, elephant slider and car slider.Areia softplay also provides many games such as tractors, painting, stick toys, lego, dolles, balloon castles, kinetic sand pools, fishing, bowling, speed racers, zinc kitchen, animal games, fire pits, doctor zone, trampoline and the newest ones are 360° camera (three hundred sixty degrees).
Bojong Karnival also provides Taman Xpresi for families, schools or companies that will hold certain events.Apart from the rides, there is also a food court.Visitors can buy food or drinks in the food court area.Visitors can also just rest in this food court area.In the future, Bojong Karnival plans to provide a souvenir shop which will contain clothes, accessories and other souvenirs.The manager said that the rides at Bojong Karnival will also continue to innovate in the future so that visitors don't get bored with the existing rides.The existing rides are always undergoing maintenance and the haunted house rides will change themes every 3 months.

Price
The pricing policy is determined through several research.The research carried out is by looking at the prices applied by competitors.Further research was carried out on the surrounding environment, such as people who usually spend how much money they spend.Research is also carried out by looking at reviews, ratings and comments given by visitors on social media.The latest research also looked at people's income, because from the start, the Bojong Karnival had planned its market segmentation, whether for upper middle class or lower middle class.
The normal entry ticket price for Bojong Karnival is IDR.30,000-, (thirty thousand rupiah) for weekdays and Rp.35,000-, (thirty-five thousand rupiah) for weekends.This price includes playing 4 rides including Ontang Anting, Kora-Kora, Haunted House, and Rainbow Slide.The prices and rides that can be played can also change depending on what promotions are being run.The payment system can be done via cash or non-cash such as debit and qris.

Place
The choice of the Bojong Gede location as the place where the tourist attraction was built was because it saw a good opportunity for its ideals.Manager thinks that if it is built as a tourist spot, it can help the community because they don't have to travel too far to the city center to enjoy the rides they want to ride.The manager reminded that tourist destinations that provide various rides do not have to be in the city center, because many people on the outskirts of the city also need entertainment that is not far away and at prices that can still be considered.The location of Bojong Karnival is also in a residential area where this location can be said to be strategic.Visitors said that the location of the Bojong Karnival tourist attraction is quite strategic, and easy to reach because it is close to the station and in the same direction as public transportation 117.However, some visitors said that the Bojong Karnival tourist attraction is still not yet in a safe and comfortable location, based on the results of visitor observations.You are still free to park anywhere if the parking lot is full, and there is still rubbish scattered in several corners.

Promotion
The promotions carried out by Bojong Karnival must be targeted across the target market.In this case, the target market segment of Bojong Karnival is demographic segmentation.According to Kotler and Keller in [14], the demographic segment is a market whose variations are aimed at age, education, gender, marital status, employment, and others.The general target or target market is mainly children aged 5-12 years, but this does not rule out the possibility that many teenagers and adults will come because there are several rides that must be ridden with the supervision of adults.
Promotion is carried out offline and online.For offline use, this is done by placing banners, flyers and brochures.Meanwhile, going online is done through social media such as websites, YouTube, Facebook, Instagram and TikTok.However, some social media do not work well, such as websites that cannot be clicked on if you want to search for information and Instagram, which has not had any new posts since December 2023.

Physical Evidence
The physical evidence at Bojong Karnival can be seen from the arrangement of the rides and the facilities provided.The vehicle construction system is carried out by the planning team which has prepared what vehicles will be placed starting from the place where it is still empty until it is filled.The rides inside are also always maintained every 2 (two) weeks to check safety so that visitors who come can feel safe and comfortable without worrying about anything happening to the machines.
The facilities provided by Bojong Karnival include a pujaseira which provides several foods and drinks, toilets, a place of worship (mushala), and a parking area.Parking space is provided for motorbikes and cars.For cars, if the parking area is inside the building, visitors must park outside the entrance gate.Motorbikes are subject to a parking fee of Rp. 2,000-, (two thousand rupiah)/motorbike while cars cost Rp.5,000-, (five thousand rupiah)/car.There is no separate ticketing for parking because the parking area is not large, but there are still staff whose job it is to look after the vehicles that are parked.
Based on the results of observations and interviews with visitors, some of them said that the facilities provided were not adequate, such as the lack of rubbish and the parking area was not large enough, where visitors who brought cars were directed to park on the side of the road or outside the parking area if the parking area was full.Some visitors also said that the existing rides were not of sufficient quality, this was because the rides looked a little dangerous if many people were riding them.Then some visitors note that the layout of the Bojong Karnival tourist attraction is not very attractive, this is because the tourist attraction is still relatively small.

People
The aspects of people involved in the Bojong Karnival tourist attraction are the human resources employed and visitors.Human resources or staff who work are prioritized by local people who want to work.This opportunity is provided for meireikas who want to join as staff, ride operators and food court stands.The food court system, namely rent, the place is prepared for those who want to open a stand.Based on the results of observations and interviews with visitors, some of them said that the services provided were not yet satisfactory because the human resources or people on duty were not yet sufficient.This is because at some of the rides there are no people on duty if visitors want to ride the rides.

Process
The service process is carried out well to prioritize visitor satisfaction.Officers are required to always be friendly and polite, namely by giving a smile and greeting when welcoming visitors.Bojong Karnival is open to visitors who wish to submit complaints.Complaints are obtained from reviews and comments on social media.Bojong Karnival handles these complaints by immediately apologizing and giving praise to existing comments or reviews if the complaint is in the form of input, criticism or suggestions.The compliment is in the form of free access on your next arrival.
The management ensures that Bojong Karnival will always respond to complaints given, because if they do not respond, they are afraid that more negative responses will come in from visitors.Visitors see that operational processes or services promoted through short videos on TikTok are carried out well.When visitors arrived, they said the service provided was not very fast but it was done well and the service was done in a friendly and polite manner.Apart from that, complaints and curiosity about information asked and conveyed by visitors were responded to and responded to well by Bojong Karnival.
The implementation of the marketing mix at Bojong Karnival only shows a few aspects that are going well.In the tourism industry, we don't just look at the product, price, place and promotion aspects.However, aspects of physical evidence, people and processes are also considered (Savero, 2021).Some aspects that are running well are the product aspects, because the available game vehicles are very diverse.The price aspect, because the prices set are quite affordable so that you can play several rides.Apart from that, the existence of a non-financial system can make it easier for intuitive fighters to make payments.Location aspect, due to its strategic location and easy to find and easy to reach because it is close to a station and can be accessed by public transportation.Promotional aspect, because promotions are carried out on social media, namely TikTok and banners that are spread on the street.In the process aspect, visitors sees that the operational process or service promoted through short videos on TikTok is carried out well.Apart from that, the curiosity and curiosity about the information asked and conveyed by the visitors players was responded well by Bojong Karnival.
Several aspects that did not work so well were the physical evidence aspect and the people aspect.The physical aspect is because the facilities provided are still inadequate, the rides still look a bit dangerous, and the layout of the tourist attraction is not very attractive.The people aspect is because human resources or people on duty are not yet sufficient.This is because in some of the games there are no people on duty.However, in each aspect of the marketing mix there are strengths, weaknesses, opportunities and challenges.

Analysis of Internal and
External Factors 1. Internal Factors Internal factor analysis was carried out to produce an overview of several internal aspects that were used to analyze and identify the Strengths and Weaknesses of Bojong Karnival related to marketing mix.

a. Strength
The following are the results of interviews with the Head of Operational

IFAS EFAS Matrix
To obtain a more effective form, the IFAS (Internal Factor Analysis Summary) matrix consisting of strength and weakness factors and EFAS (External Factor Analysis Summary) consisting of opportunities and challenges are used.This matrix is used to determine the influence of the values resulting from internal and external factors.
In Table 1 data, you can see the total value of the Bojong Karnival IFAS (Internal Factor Analysis Summary) matrix results showing the total value in the internal factor analysis results with a score of 3.06.This figure is included in the above average category, which shows that the internal conditions at the Bojong Karnival tourist attraction are in a good position.
In Table 2, you can see the total value of the EFAS (External Factor Analysis Summary) matrix results for the Bojong Karnival tourist attraction showing a total value with a score of 2.92.This figure is included in the above average category, which shows that the Bojong Karnival tourist attraction can take advantage of the opportunities they have and avoid external threats.
The location of the tourist attraction is strategic and easy to reach 0,14 3 0,42 4.
The payment system can be done non-cash 0,09 2 0,18   Source : [15] In Figure 1.above, it can be seen that the marketing mix for the Bojong Karnival tourist attraction is in cell IV.According to [15] the cell IV organizational division is described as Growth and Build.The recommended strategy for this division is an intensive strategy or an integrative strategy.
The recommended strategy is an intensive strategy, namely market development, by creating promotions and holding interesting events and activities at the Bojong Karnival tourist attraction.Next is the market penetration strategy, namely by offering various game ride packages at affordable prices to attract interest in visiting, increasing the choice of game rides and providing comfort when visiting with services and facilities.The final strategy is product development, the method is to develop and improve existing game rides, continue to innovate game rides and create interesting activities and events at prices that tourists can afford.Based on Figure 2, it shows that the position of the Bojong Karnival tourist attraction is in quadrant 1 (positive), because the point on the x-axis shows the number 0.30, while the point on the y-axis shows the number 0.40.This position shows that Bojong Karnival is in a position that can be profitable because it has strengths and opportunities.
The recommended strategy is aggressive.This means that the tourist attraction is in prime condition, making it possible to continue to expand growth and achieve maximum progress.The strategy that must be implemented is the opportunity to cover weaknesses, while strengths will be used to face challenges.
This SWOC matrix is used as a tool to compile various internal and external factors in the Bojong Karnival Marketing Mix that have been previously identified to develop 4 strategies.Strength-Opportunity Strategy (SO), Weakness-Opportunity Strategy (WO), Strength-Challenge Strategy (SC), and Weakness-Challenge Strategy (WC).The marketing mix strategy analysis scheme for the Bojong Karnival tourist attraction is seen in the following:

Marketing Mix Strategy of Bojong Karnival
Marketing mix strategy is said [6] as a set of tools and variables that an organization/company has to meet the objectives of the entity and its target audience.According to [8] visiting interest is behavior that occurs as a response to an object that shows the consumer's desire to visit.So, if the right marketing mix is implemented, it will be possible to increase interest in visiting Bojong Karnival.
Therefore The essence of other strategies in the SWOC Matrix analysis above is that it is projected that there will be an increase in visits if there is firmness from the tourist attraction, government and other interested parties to implement this strategy.Of course, in determining the marketing mix strategy, Bojong Karnival will achieve the mission and objectives of the tourist attraction to increase interest in visiting.

CONCLUSION
Based on the results of research and analysis regarding the Marketing Mix of the Bojong Karnival Tourist Attraction, the conclusion that can be drawn is that according to data obtained from observations and interviews, the Bojong Karnival tourist attraction was identified as implementing a marketing mix with 7 indicators, namely product aspects, price aspects, location/place aspects, promotional aspects, physical evidence aspects, people aspects, and process aspects.Visitors have an interest in visiting based on product, price, location/place, promotion and process factors where several of these factors are part of the marketing mix indicators.
Based on the IFAS Matrix, the strength of Bojong Karnival is the variety of game rides provided; the prices set are affordable; strategic location of tourist attractions and easy to reach; the payment system can be done non-cash; and the available human resources are local people.Meanwhile, the weakness of the tourist attraction is that some of the rides look a little risky because the distance between the rides and the ground is very short, including the kora-kora, ontang anting and Ferris wheel; the tourist attraction is not yet in a safe and comfortable condition; pricing is not in accordance with the services and facilities obtained; inadequate facilities due to limited parking areas and rare places to dispose of rubbish; and the available human resources are not sufficient because in some areas of the rides there are no people on duty so visitors have to wait if they want to enter or ride the rides.
Based on the EFAS Matrix, the opportunities for Bojong Karnival are to increase and develop new attractions; consistently to increase digital promotions;

4. 4
Internal-Eksternal Matrix From the values obtained by carrying out internal and external factor analysis, then a position search was carried out on the intuitive Internal-External Matrix to find out what position the Bojong Karnival tourist attraction occupies.The total weight score obtained on the IFAS and EiFAS Matrices is used as an x and y symbol on the IE Matrix.The IFAS Matrix achieved a total weight score of 3.06 points as a point on the x axis, and a total weight score of the EiFAS Matrix of 2.92 as a point on the y indicator.The position of the Bojong Karnival tourist attraction in implementing the marketing mix can be seen in the following figure: