Proposed Marketing Strategy to Increase Re-Visit Intention and Purchase Intention of Tourist in Yogyakarta: Case of CV. Jogja Jalan Jalan

Abstract

The tourism industry has bounced back post-COVID-19 pandemic from 2021 onwards, especially in Yogyakarta. As part of the marketing strategy of a service company, 7P’s and customer behavior analysis are separately studied by several researchers. However, it is important to find direct connections between the detailed qualities of 7P’s with re-visit intention or purchase intention. This study uses a combination of 7P’s as a base framework approached by customer behavior as a stimulus. Re-visit intention for experienced customers is influenced by customer satisfaction of previous experiences. The study shows that among several factors, a firm should ensure previous customer satisfaction from service hospitality and gain trust from product quality. To gain broad and new customers, a firm shall intensify its promotional program while simultaneously focusing on trust building and information satisfaction on the website quality. Website quality, e-service quality, and aggressive promotional programs will boost customers’ purchase intention. Information satisfaction might be slightly held to avoid adverse effects and keep the customer curious. The results of the customer study will be a strong foundation for the analysis proposed to define new STP and new 7P’s as the new Marketing Strategy. This will be applied to the firm’s organizational vision and operating philosophy and seamlessly communicated to the website or any digital content. However, there shall be further investigation of other customer behavior to complete the approach to 7P’s framework.