STRATEGI BAURAN PEMASARAN WINE SEBAGAI PRODUK PENUNJANG PARIWISATA (STUDI KASUS PT. SABABAY WINERY BALI)

Abstract: Recently wine tourism products are being developed in Bali. Bali’s Wine is produced from the wineries, processed and produced in Bali which can be used as a tourist activity. This study aims to determine the strengths and weaknesses in wine products marketing and opportunities also, threats and know the strategy and marketing program of wine product that can be applied in PT. Sababay Winery. Data collection techniques used observation, interview, literature study, questionnaire, and documentation. Determination of the sample in this study is to use purposive sampling. Informant determination using key informant. This research uses descriptive qualitative data analysis to combine with Likert scale analysis. The purpose of this study is to determine the characteristics of tourists, to find out the factors those influenced the decision of tourists to buy some souvenirs and also to find the most influenced factors. The methods of collecting data were through observation, interviewed, questionnaire, documentation, and literature study methods. The methods of analysis data were using a descriptive quantitative method, through validity test, reliability, and analysis of factors those supported by SPSS program 17.0 version. From this research, there are fourteen strength indicators and two indicators of weakness and indicators of opportunity as many as seven indicators and three indicators of threats owned by PT. Sababay Winery. Strategies and marketing programs that can be applied by PT. Sababay Winery is a product creation and development strategy, a strategy to increase wine product promotions, market expansion strategies, and marketing enhancement strategies. Abstrak: Pada saat ini produk pariwisata wine sedang dikembangkan di Bali. Wine Bali dihasilkan dari perkebunan anggur, diolah dan diproduksi di Bali yang dapat dijadikan sebagai kegiatan wisata. Penelitian ini bertujuan untuk mengetahui kekuatan serta kelemahan dalam memasarkan produk wine, peluang serta ancaman yang dimiliki dan mengetahui strategi dan program pemasaran produk wine yang dapat diterapkan di PT. Sababay Winery. Teknik pengumpulan data digunakan observasi, wawancara, studi kepustakaan, kuesioner, dan dokumentasi. Penentuan sampel pada penelitian ini digunakan purposive sampling. Penentuan informan digunakan informan kunci. Teknik analisis data menggunakan analisis data deskriptif kualitatif, dan analisis skala likert. Dari penelitian ini diperoleh indikator-indikator kekuatan sebanyak empat belas indikator serta dua indikator kelemahan dan indikator peluang sebanyak tujuh indikator serta tiga indikator ancaman yang dimiliki oleh PT. Sababay Winery. Strategi dan program pemasaran yang dapat diterapkan PT. Sababay Winery ialah strategi penciptaan dan pengembangan produk, strategi meningkatkan kegiatan promosi produk wine, strategi memperluas pasar, dan strategi peningkatan pemasaran. Keywords: marketing mix strategy, wine, tourism supporting products.