ANALISIS STRATEGI PEMASARAN 7P DI KOLAM RENANG TIRTO ARGO SIWARAK KABUPATEN SEMARANG

Abstract

Abstrak
Pengunjung, penyediaan lahan fasilitas Kolam Renang Tirto Argo Siwarak belum maksimal. Oleh karena itu, dilakukan analisis strategi pemasaran untuk meningkatkan daya tarik konsumen. Tujuan penelitian ini untuk mengetahui kekuatan dan kelemahan strategi pemasaran, cara pengelola melihat peluang, dan menganalisis kemungkinan ancaman di kolam renang Tirto Argo Siwarak Kabupaten Semarang. Jenis penelitian kualitatif dengan desain studi kasus, teknik pengumpulan data menggunakan wawancara, dokumentasi, dan observasi, responden berjumlah 7 orang yang terdiri dari 5 orang pengunjung, 1 orang pengelola, dan 1 karyawan. Teknik analisis data yang digunakan yaitu, pengumpulan data, pemeriksaan keabsahan data, reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian diperoleh informasi bahwa pemasaran Kolam Renang Tirto Argo Siwarak menunjukan bahwa produk (product) kolam renang bertema alam sesuai dengan kebutuhan pengunjung. Harga (price) terjangkau untuk umum dan pelajar. Tempat (place) yang strategis mudah dijangkau. Lingkungan fisik (physical evidence) yang masih asri memiliki fasilitas yang cukup lengkap. Sumber daya manusia (people) belum dibekali pelatihan khusus mengenai SOP kerja. Promosi (promotion) mengandalkan informasi dari mulut ke mulut. Proses (process) pelayanan ramah, tetapi standar baku pelayanan belum diterapkan.
Kata Kunci: Pemasaran, Manajemen Kolam renang

Abstract
Visitors, the provision of Tirto Argo Siwarak Swimming Pool facilities has not been maximized, therefore an analysis of marketing strategies was carried out to increase consumer appeal. The purpose of this research is to know the strengths and weaknesses of marketing strategies, how managers see opportunities, and analyze possible threats in the Tirto Argo Siwarak swimming pool in Semarang Regency. Type of qualitative research with a case study design, data collection techniques using interviews, documentation, and observation, there were 7 speakers consisting of 5 visitors, 1 manager, and 1 employee.Data analysis techniques used include data collection components, checking the validity of the data, reducing data, presenting data, and drawing conclusions. The results of the research obtained information that the marketing mix of Tirto Argo Siwarak Swimming Pool showed that natural-themed swimming pool products were in accordance with the needs of visitors. The price offered is quite affordable for the public and students. Strategic places are easy to reach. The physical environment (physical evidence) is in an area that is still beautiful and has quite complete facilities. Human resources (people) have not been provided with specific training on work SOPs. Promotion relies on word of mouth information. The service process is friendly but standard service standards have not been applied
Keywords: Marketing, Management SwimmingPool