Analisis Pengaruh Bauran Pemasaran 7P Terhadap Minat Kunjungan Wisatawan Domesti di Candi Prambanan

This research analyzes the effect of the 7P marketing mix on domestic tourist visit interest at Prambanan Temple. An associative quantitative approach was employed through a survey of 100 domestic tourists selected using purposive sampling. The independent variables include product, price, place, promotion, people, process, and physical evidence, while visit interest is measured through attention, interest, desire, and action. Data were collected using Likert-scale questionnaires, observation, interviews, and documentation, then analyzedusing descriptive statistics, instrument tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results indicate that all 7P elements have a positive and significant partial effect. Product has the largest coefficient at 0.663. Simultaneously, the model yields an F-statistic of 19.270 with a significance of less than0.001. An R-Square value of 0.595 indicates that 59.5% of the variation in visit interest is explained by the 7P marketing mix. Place achieved the highest mean score at 4.23, while price received the lowest mean score at 3.78. These findings emphasize the need for an integrated strengthening of tourism products, accessibility, price value, and service processes.