The Effect of The Promotional Mix on The Decision of Tourists Visiting The Regency of Buleleng

Abstract

This study was conducted to determine the effect of the promotional mix including advertising, sales promotion, personal selling, public relations and direct sales on the decision of tourists visiting Buleleng Regency. The population used in this study were all tourists who had visited Buleleng totaling 224,209 people, while the sample in this study amounted to 100 people who were determined by the slovin formula with a tolerance level of 10%. Based on the results of data analysis using multiple linear regression, it is known that the decision of tourists visiting Buleleng Regency is determined simultaneously by advertising, sales promotion, personal selling, public relations and direct selling. However, partially, it can be seen that the decision of tourists to visit Buleleng Regency is only determined by sales promotion, while other promotional mix variables have no effect on the decision of tourists to visit Buleleng Regency