Abstract:
The aim of this research is to find out respondents’ response to application of tour package by GemilangWisata Tours & Travel, using promotion mix which is consist of personal selling, word of mouth and sales promotion.
This research used Lupiyoadi and Hamdani (2006:74) theory. This theory devide promotion mix into 6 category: advertising, personal selling, sales promotion, public relation, word of mouth and direct mail.
This research used descriptive method. According to Kriyantono (2006:59), descriptive is used to describing population. Type fokus of this research is current attitude (what exist at the moment) and consist of one variable. This research used Ordinal Scale to count data, Likert Scale to find out the range or to measure individu’s attitude of any attitude’s object.
This research is identified into three main kategories. They are respondents’ response of personal selling, sales promotion, and word of mouth which is done by GemilangWisata Tours & Travel. Writer used questioner to find out the answer.
Result of this research is that application of tour package promotion is good in personal selling and word of mouth. Meanwhile, for sales promotion, respondents were not really sure. This result is summarized from recapitulation and questioner’s answer. Writer suggest company to be more creative in doing sales promotion, in deciding option and coupon number/voucher given to the respondents. Writer also suggest to give bigger discount to customer.
Keywords: promotion, tour package, respondents’response to promotion mix (personal selling, sales promotion and word of mouth)
