Mohammad Tambrin


Globally, the role of travel agents in increasingly gaining importance in today’s travel and tourism industry. A travel industry without travel agents is quite unthinkable as it would result in utter chaos and disorder in the industry. The aim of this study is to investigate the relationship between the 4Ps, namely price, promotion, place and product, and customer decision-making over travel agents in Bangkalan. Travel agents are seriously considered for these 4Ps activities to ensure that they allocate their resources effectively and efficiently. A total of 75 respondents were selected from customers of two travel agents in Bangkalan. The data collected was analyzed using three statistical methods, that is, mean analysis, Pearson correlation and regression analysis. The results revealed that only product and price were associated with customer decision-making over travel agents. Based on the findings, strategic recommendations are proposed for the travel industry in Bangkalan.

Kata Kunci

price, promotion, place and product, customer decision

Teks Lengkap:



McKercher, B., T. Packer, M. Yau & P. Lam. 2003. Travel Agents As Facilitators Or Inhibitors Of Travel: Perceptions Of People With Disabilities”, J. of Tourism Management. 24, 465-474.

McKercher, B., & H. Du Cross.2002. Cultural Tourism: The Partnership Between Tourism Ad Cultural Heritage. The Haworth Hospitality Press.

Foster, D. 1985. Travel And Tourism Management. MacMillan.

Jobber, D. 2007. Principles And Practice of Marketing. McGraw-Hill

Alexander, C. P. 2001. Travel Agency Bankruptcies: A Primer”, Commerc. Law J. 106, 443.

Reibstein, D. J. 1985. Marketing: Concept, Strategies, And Decisions. Prentice Hall.

Fatimah, K. 2006. Analisis Perilaku Konsumen dalam Proses Keputusan Pembelian Buku Bertemakan Islam (Studi Kasus Mahasiswa Institut Pertanian Bogor). Skripsi pada Departemen Manajemen Fakultas Ekonomi dan Manajemen, Institut Pertanian Bogor, Bogor.

Drummond, G. & J. Ensor. 2005. Introduction To Marketing Concept. Elsevier/Butterworth Heinemann.

Neil., H. B. 1984. The Concept Of The Marketing Mix, Classics. 2. 7-12.

Humphreys, I. 1999. Travel Agent And Regional Air Services. Journal of Air Transport Manage. 1, 151-160.

McColl-Kennedy, J. R. & G. C. Kiel. 2000. Marketing: A Strategic Approach, Nelson/Thomson Learning

Peter J. P. & J. H. Donnelly. 2008. A Preface To Marketing Management, McGraw-Hill/Irwin.

Kotler, P. 2002. Manajemen Pemasaran (Terjemahan). Jakarta : PT Prenhallindo

Kotler, S. W. Ang, S. M. Leong & C. T. Tan. 2003. Marketing Management: An Asian Perspective. Pearson Prentice Hall.

Kotler, T. J. Bowen & C. J. Makens .2006. Marketing For Hospitality And Tourism. Pearson Prentice.

Schiffman, L. G. & L. L. Kanuk. 2007. Customer Behavior. Pearson Prentice Hall

Stevens, L., 1985. Guide To Starting And Operating A Successful Travel Agency. Merton House Travel and Tourism Publishers.

Hafizah, N. 1999. Faktor-Faktor Yang Mempengaruhi Gelagat Pengguna Dalam Membuat Keputusan Pembelian Komputer. Projek Sarjana Muda, Universiti Teknologi Malaysia.

Kerin, R. A., S. W. Hartley & W. Rudelius. 2004. Marketing: The Core. McGraw-Hill/Irwin.

Sallaudin. 1999. Kajian Terhadap Faktor Campuran Pemasaran (4P’) Yang Mempengaruhi Keputusan Pembelian Pelanggan Di Koop Elektromart (Projek Sarjana Muda.

Albayrak, T., M. Caber & Ş. Aksoy. 2010. Relationships Of The Tangible And Intangible Elements Of Tourism Products With Overall Customer Satisfaction, International. Journal. of Trade, Econ. and Finance. 1, pp. 140-143.

Tjiptono,F., 2002, “Strategi Pemasaran. Yogyakarta : Andy Offset.

Middleton, V. 1994. Marketing Travel And Tourism.Butterworth Heinemann.

Stanton, W. J., M. J. Etzel & B. J. Walker. 2007. Marketing. 14th eds. McGraw-Hill/Irwin.

Bearden, W.O., T. N. Ingram & R. W. LaForge. 2004. Marketing: Principle And Perspectives. McGraw-Hill/Irwin.


  • Saat ini tidak ada refbacks.