IMPLEMENTASI STRATEGI PEMASARAN DALAM UPAYA MENINGKATKAN KUNJUNGAN (Study Kasus The Legend Stars Park Jawa Timur Park 3)

The decline in tourist visits to The Legend Stars Park, Jawa Timur Park 3 forms the basis of this research, highlighting the need for effective marketing strategies to restore visitor interest. This study aims to identify the marketing strategies implemented and analyze the factors influencing visitor growth using the 7P marketing mix framework: product, price, place, promotion, people, process, and physical evidence. A descriptive qualitative method was applied through interviews, observations, and documentation, with credibility tested using source and technique triangulation. Five informants participated as respondents. Data analysis involved data reduction, data presentation, and conclusion drawing. The findings show that the strategies implemented include developing unique educational and entertainment attractions (product), offering competitive pricing (price), utilizing a strategic and accessible location (place), promoting through social media, events, and partnerships (promotion), providing friendly and professional service (people), ensuring efficient service procedures (process), and enhancing facilities with thematic designs to improve visitor experience (physical evidence). The study concludes that the 7P marketing mix significantly contributes to increasing visitor numbers. It recommends that The Legend Stars Park implement more creative and sustainable promotional innovations to strengthen competitiveness in the tourism industry.