Marketing Strategy Analysis of the Faculty of Sports Science Swimming Pool, Yogyakarta State University

Abstract

The swimming pool owned by the FIK UNY (Fakultas Ilmu Keolahragaan Universitas Negeri Yogyakarta/ Faculty of Sports Science Yogyakarta State University) has sufficient facilities. However, the number of visitors could have been more optimal. This study aimed to determine the marketing strategy utilized by the swimming pool management. Marketing strategy is a helpful tool to achieve company goals with the help of the marketing mix. This study was qualitative descriptive research with data collection using observation, interviews, and documentation. The samples were selected using purposive sampling, gaining forty-five people, consisting of one manager, fourteen employees, and thirty visitors. The data validity was carried out through perseverance and data triangulation through the source of methods and theories. The technical data analysis is done by reducing and presenting the data and drawing conclusions. The study results stated that the FIK UNY Swimming Pool product had met the needs of visitors, the ticket price was worth the facilities provided, and the location was quite strategic because it is in the middle of the city. Despite these, the promotion was appalling because it has not been vigorous. Furthermore, the results also showed that the human resources of the FIK UNY Swimming Pool were well-recruited and educated, the process implemented has been good, and the customer service for the visitors has also been good. So, it can be concluded that after the marketing strategy analysis was carried out, it was found that the particular promotional factors for the advertising were not carried out vigorously, so the number of visitors to the FIK UNY Swimming Pool was not optimal.