ONLINE MARKETING ON PRICING STRATEGIES FOR THE INDONESIAN TOURISM INDUSTRY PRODUCTS DURING THE COVID-19 PANDEMIC

Abstract

The purpose of this study is to find out the relationship between the tourism products offered, the tourism services offered and the promotional activities offered whether directly or indirectly affect the interest of tourists to visit during the Pandemic through product pricing strategies. In this study, the only variables that exist are marketing activities of tourism services or services such as products offered, tourist services offered and promotional activities, which only focus on explaining the effect of these three variables on tourist interest in visiting tourist attractions during a pandemic, while the variable intervening marketing activities or the marketing mix of product pricing strategies that are the connecting variables that affect tourist interest in visiting tourist attractions during a pandemic. The research method used in this research is descriptive quantitative research method using path analysis. In this study, the independent variables are marketing activities or marketing mix such as: tourism services such as, products offered, tourism services offered and promotional activities to be carried out, while for the intervening variable is the marketing activity variable, namely the product pricing strategy and the dependent variable is the interest of tourists visiting during a pandemic using SPSS 20. Partially, only the variables of promotional activities carried out have a positive and significant effect on the variableproduct pricing strategies during a pandemic as well as variables of tourist interest in visiting during a pandemic. Meanwhile, simultaneously, the variables of the products offered, the tourism services offered and the promotional activities that will be carried out have a positive and significant effect on the variable of tourist interest in visiting during the pandemic through the variable pricing strategy of the product during the pandemic as an intervening variable. Through the results of research, it has been stated that the products and services offered through online marketing during the pandemic have not been able to increase the interest of tourists to visit tourist attractions during the COVID-19 pandemic, while the owners of tourist attractions must carry out vigorous promotional activities so that tourists are interested in visiting. Tourist attractions, thus influencing the pricing strategy that will be applied to tourism products and services.