ANALISIS BAURAN PEMASARAN TERHADAP MINAT ANGGOTA BARU DI DOJANG TEKWONDO KOTA PALEMBANG

SETIAWAN, WAWAN and Maulana, Ahmad and Rosa, Aslamia (2025) ANALISIS BAURAN PEMASARAN TERHADAP MINAT ANGGOTA BARU DI DOJANG TEKWONDO KOTA PALEMBANG. Masters thesis, Sriwijaya University.

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Abstract

Taekwondo dojangs in Palembang City face challenges in retaining new members due to various marketing factors. This study aims to analyze the influence of the marketing mix on the interest of potential new members in joining Taekwondo dojangs. A quantitative research approach was employed, with data collected through questionnaires distributed to residents of Palembang City. The variables analyzed include product, place, price, promotion, people, process, and physical evidence. The results indicate that product, place, price, promotion, and physical evidence have a significant influence on the interest of new members. In contrast, the people and process factors do not show a significant impact. Furthermore, trust in the dojang does not directly affect the intention to join. These findings provide valuable insights for Taekwondo dojang managers in designing more effective marketing strategies to increase the number of new members. Key recommendations include improving facility quality, implementing more aggressive digital promotion strategies, and ensuring price alignment with the quality of services offered.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Marketing Mix, Member Interest, Promotional Strategy, Trust, Taekwondo Dojang.
Subjects:	H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61102-Management (S2)
Depositing User:	Wawan Setiawan
Date Deposited:	07 Jul 2025 03:51
Last Modified:	07 Jul 2025 03:51
URI:	http://repository.unsri.ac.id/id/eprint/176985

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