Communication Strategy Planning in Influencing the Intention to Visit: an Implication to Marketing Management
Year: 2020
Type: article
Study design: Observational Study
Abstract: This study aims to analyze the associated factors of marketing communication strategy planning in influencing the intention to visit the sports facilities at Si Jalak Harupat (SOR) in Bandung, Indonesia. The design of this study is a quantitative approach through a cross-sectional study. The data is collected by using a self-administered questionnaire to 100 visitors at SOR sports facilities in Bandung, Indonesia. This study considers two essential variables, namely integrated marketing communication planning (advertising, sales promotion, publicity, direct marketing and internet marketing) as an independent variable and intention to visit reflected by as a dependent variable. The data is analyzed by assisting the Structural Equation Modelling with Partial Least Square (XLSTAT-2018). The technique of data analysis consists of descriptive statistics and inferential analyses. By applying the PLS-SEM analysis, this study found that advertising, sales promotion and direct marketing do not significantly affect the intention to visit. Besides that, publicity and internet marketing have a significant effect on the intention to visit SOR's sports facilities in Bandung, Indonesia. This study is beneficial for planning, utilizing and making great potential for the existence of the sports facilities at SOR in Bandung, Indonesia. This study also recommends that the government develops sports facilities, including civilized aspects and improving sports performance at the regional and international levels. This study provides empirical evidence about the associated factor of marketing communication strategy planning in influencing the intention to visit the sports facilities at SOR in Bandung, Indonesia.
Authors: Bob Foster, Jumadil Saputra, Marlena Grabowska
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W3131387116