MIX-MARKETING STRATEGY IN INCREASING THE NUMBER OF TOURISTS IN JAYA ANCOL ART MARKET

To increase the number of visitors coming to Jaya Ancol Art Market, the management of PT Jaya Ancol uses the mix marketing strategy. The objectives of this study is to answer the study hypotheses which are: (1) The atmosphere influence toward the increasing number of tourists in Jaya Ancol Art Market (2) The influence of promotion toward the increasing number of tourists in Jaya Ancol Art Market (3) The influence of brand image toward the increasing number of tourists in Jaya Ancol Art Market (4) The influence of tourist satisfaction toward the increasing number of tourists in Jaya Ancol Art Market. In this study, the research method uses verificative and descriptive research,and data collection uses survey method with 243 tourists of Jaya Ancol Art Market Jakarta, Indonesia as the sample by using purpose sampling technique and to answer the hypotheses analysis tool used is Structural Equation Model by using listrel software. The result of descriptive analysis by using average score shows not only positive but also negative result. The test result of four hypotheses using SEM analysis tool shows positive result that is (1) The park atmosphere influences significantly the increasing number of tourist visit in Art Market Jaya Ancol, (2) Promotion significantly influences the increasing number of tourist visit in Art Market Jaya Ancol, (3) Brand image significantly influences the increasing number of tourist visit in Art Market Jaya Ancol, (4) Tourist satisfaction significantly influences the increasing number of tourist visit in Art Market Jaya Ancol.